Marketing as a Management Process

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics

Chapter Chapter 2 in Principles of Marketing, 2025, pp 25-33 from Springer

Abstract: Abstract In this chapter, you will develop an understanding of marketing as a systematic management process. You familiarize yourself with the steps and phases of the marketing management process, work out the central decision-making aspects of the marketing management process, get to know the methods used in the individual planning steps, and distinguish between different levels of marketing planning. A particular concern of this chapter is to convey the tasks and contents of a comprehensive management process and marketing plan.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45834-8_2

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DOI: 10.1007/978-3-658-45834-8_2

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