08-11-2017, 03:33 PM
Marketing management is the organizational discipline that focuses on the practical application of marketing orientation, techniques and methods within companies and organizations and in the management of the resources and marketing activities of a company. Marketing management employs tools of economics and competitive strategy to analyze the context of the industry in which the company operates. These include the five forces of Porter, the analysis of strategic groups of competitors, the analysis of the value chain and others. Depending on the industry, the regulatory context may also be important to examine in detail.
In the competition analysis marketers develop detailed profiles of each competitor in the market, focusing on their relative competitive strengths and weaknesses using the SWOT analysis. Marketing managers will examine the cost structure of each competitor, the sources of profits, resources and competencies, competitive positioning and product differentiation, the degree of vertical integration, historical responses to the development of the industry and other factors.
