Marketing Management:

Marketing management takes place when at least one party to a potential exchange gives thought to objectives and means of achieving desired responses from other parties. It is therefore the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

Marketing management is historically identified with tasks and personnel dealing with customer (final consumer) market. So the people carrying out marketing management are going to include sales manager, marketing managers, advertising managers, marketing researchers, customer service managers, product managers etc.

Marketing management has the task of influencing the level, timing and composition of demand in a way that will help the organization achieve its objectives. Essentially marketing management is demand management. Each organization has a desired level of demand with its target market. The actual demand may be below or above desired level, i.e. there may be either no demand , weak demand, adequate demand or excessive demand.