Marketing management is the organizational discipline which focuses on the practical application of marketing
orientation, techniques and methods inside enterprises and
organizations and on the management of a firm's marketing resources and
activities.
Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy.Marketing managers are often responsible for influencing the level,
timing, and composition of customer demand accepted definition of the
term. In part, this is because the role of a marketing manager can vary
significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.