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Marketing management, in the sense of the classical management concept, is to be understood as a process that includes planning and thus goal formulation (Sect. 16.1), strategic and operational implementation (Sect. 16.2), as well as controlling goal achievement (Sect. 16.3). This process implements the three other sub-areas of the marketing conception—the identification of the marketing situation with the tasks of analysis and forecast (Part IIIa: Chap.  6 ), strategic marketing with the tasks of goal, strategy and task determination (Part IIIb: Chap.  7 ,  8 and  9 ) and the product and service design in the marketing mix (Part IIIc: Chap.  10 ,  11 ,  12 ,  13 ,  14 and  15 ).

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Marketing Management: Planning, Implementation and Controlling of Marketing Activities

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  • 发表日期：

    2025年

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  • Thomas Köhne

摘要

Marketing management, in the sense of the classical management concept, is to be understood as a process that includes planning and thus goal formulation (Sect. 16.1), strategic and operational implementation (Sect. 16.2), as well as controlling goal achievement (Sect. 16.3). This process implements the three other sub-areas of the marketing conception—the identification of the marketing situation with the tasks of analysis and forecast (Part IIIa: Chap.  6 ), strategic marketing with the tasks of goal, strategy and task determination (Part IIIb: Chap.  7 ,  8 and  9 ) and the product and service design in the marketing mix (Part IIIc: Chap.  10 ,  11 ,  12 ,  13 ,  14 and  15 ).