In brief: Marketing management manages market analysis, customer selection, the offer, budget, implementation and evaluation of marketing as part of a company.
How I use Marketing management in practice
With Marketing management, I first name the audience, situation and one change the message should bring about. I choose proof and format according to where a person will see the message, not according to my personal preference for a channel. Before publishing, I check whether the main meaning survives shortening, a small screen and being taken out of context.
What to watch out for
A common mistake is copying the form of a successful campaign without understanding the situation. With Marketing management, context, distribution and the next step all matter. An idea alone, without the capacity to respond and deliver the promise, can create more of a problem for a company.
Questions for decision-making
- Whom exactly does the message help, and in which situation?
- What one meaning should a person take away?
- Which proof supports the main promise?
- How will we capture a quality response, and what will follow?