Know what the management of marketing and what are the stages that compose it are …
The administration of marketing is, in essence, the demand management. Philip Kotler
At present, companies or organizations – need more modern than before the marketing to achieve very important goals, such as achieving a certain level of customer satisfaction, “x” market share, a certain growth, “x “return on investment, among others.
However, the implementation of the various activities of marketing and use of different resources requires proper management, so it is essential that any marketer knows what the marketing management and what are the different phases that up, in order that it is better able to plan, organize, direct and control all activities carried out and resources used to achieve the stated objectives efficiently and effectively.
Therefore, in this article it is provided briefly, the meaning of ” marketing management” and a brief explanation of the different phases, to provide the reader with a useful introduction to this important topic.
Definition of ” Marketing Management “
- Laura Fischer and Jorge Espejo, define marketing management as “the process of planning, organizing, directing and controlling efforts to achieve desired exchanges with markets that are targeted by the organization”  .
- Philip Kotler, provides the following definition of the administration in marketing, adopted in 1985 by the American Marketing Association: “The (Administration) Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to rise to exchanges that satisfy individual and organizational objectives ”  . Complementing this definition, Kotler says that “the administration of the marketing function corresponds influence the level, timing and composition of demand, so that will help the organization achieve its objectives” .
Considering and supplementing the above proposals, I propose the following definition:
The marketing management is the process of planning, organizing, directing, executing and controlling the resources and marketing activities in order to lead to exchanges that satisfy existing needs or desires in the target market and enable the achievement of the objectives of the company or organization to efficiently and effectively.
Phases Marketing Management:
As mentioned above, administration of marketing is a process that includes a set of successive steps, which are detailed below:
- Planning: According to Kotler and Keller, the marketing planning process is to identify and analyze business opportunities, selecting target markets, develop strategies, define programs and manage the marketing effort  . More specifically, is the phase in which the objectives to be pursued (according to marketing opportunities that were identified and analyzed previously) and determines what activities will be done in the future to achieve those objectives are established, when they are the be performed, how they will implement, where are they going to do, who will conduct the, what resources will require and how much it will cost. In other words, this is the phase in which one is made marketing plan , which, according to the American Marketing Asociation (AMA) is a document that consists of:
- An analysis of the current situation of marketing,
- Analysis of opportunities and threats,
- Marketing purposes,
- Marketing strategy
- Action programs and
- Projected revenues (the state projected profit and loss) .
- Organization: The process of defining responsibilities and assigning authority to those who will implement the marketing plan  . Moreover, in this phase they define and differentiate the different tasks and looking for the right people for each  . In other words, it determines what tasks to do, who makes them, how they are grouped, who reports to whom and where decisions are made .
- Address : According to Fischer and Espejo , at this stage managers engaged in coordinating activities to achieve the objectives, make decisions and solve problems through the stages of planning, execution and control of their work .
- Execution: In this fourth phase of marketing management, the operation is put into practice everything planned. It is the time when the marketing plan is implemented; therefore it is the phase in which the planning, organization and direction are subjected to the acid test of the market.
- Control: In this fifth phase is to establish the current position in relation to the destination that has been determined in the planning phase. According to Fischer and Espejo, at this stage operating rules are established, the current results are evaluated against established standards and differences between the desired operation and the real decrease .
The marketing management is a process that includes a total of five phases:
- 1) Planning,
- 2) Organization,
- 3) Address,
- 4) Implementation,
- 5) Control.
In other words, the market (opportunities and threats) analyzes, the objectives to be achieved are set, strategies and tactics are raised to achieve these objectives, define responsibilities and authority assigned to individuals who implemented as planned, activities and the use of different resources and means are coordinated all activities planned and implemented prinicipio ultimately controlled everything done and compare it with what has been planned in the marketing plan for action corrective necessary.
Finally, it should be noted, that the main aim of marketing management is to lead to exchange processes in order to:
- 1) meet the needs and desires of the target market and
- 2) help achieve the objectives of the company or organization.
 : From the book: “Marketing”, Third Edition, by Laura Fischer and Jorge Espejo, McGraw-Hill, 2004, pp. 34 to 57.
 : From the book: “Marketing Management”, Eighth Edition, by Philip Kotler, Prentice Hall, 1996, pp. 13 and 14.
 : From the website: MarketingPower.com section Defining Marketing Terms, URL: http://www.marketingpower.com/mg-dictionary.php?
 : From the book: “Marketing Management”, Twelfth Edition, by Philip Kotler and Kevin Keller, Pearson Education of Mexico, SA de CV, 2006, pp. 27 to 29.
 : From the book: “Administration”, Eighth Edition, by Stephen Robbins and Mary Coulter, Pearson Education, 2005, pp. 7 and 9.