Marketing Management

Paper Summary:

This paper discusses how marketing management is only useful for large companies. The paper explains that marketing management resolves to use analysis, planning, implementation and control and it encompasses all aspects of business to elicit satisfaction for all stakeholders. The paper also points out that marketing management is only a necessary tool for large businesses as small businesses tend to be focused on one or two product lines and do not need expertise like marketing management to control marketing decisions or company directives. Furthermore, the paper explains that the only time that small businesses really need the expertise of marketing management implementation is when they are in a period of transition that brings them outside the scope of the small business and into the scope of a larger business.

From the Paper:

"The definition of a large company is not easy to come by; in general a large company is defined as a company with 500 or more employees, which has a significant role in regional and or global market for the industry in which it operates. Though there are significantly more small companies in the US than large companies the strategic management of large companies is a frequent topic of discussion as they independently create many more strategic issues as a result of sheer size and number of decisions to be made and issues to be controlled for. (US Census Bureau, 2007, NP) In a large company marketing management may be absolutely crucial to success, as when what would be seen as a simple oversight occurs in scale it can become an extreme oversight, with far-reaching implications."

Sample of Sources Used:

• Berglas, S. (1986). The Success Syndrome: Hitting Bottom When You Reach the Top. New York: Plenum Press.
• Dougherty, P.H. (February 25, 1988). "Advertising; Nike Is Persisting In 'Revolution' Theme" New York Times http://query.nytimes.com/gst/fullpage.html?res=940DE4DC1538F936A15751C0A96E948260
• Kotler P. (1995). Marketing Management. New York: Prentice Hall
• Mcnally, K. (1997). Corporate Venture Capital: Bridging the Equity Gap in the Small Business Sector. London: Routledge.
• Mullins, J. Walker, O.C. and Boyd, H.W. Jr. (2005). Marketing Management: A Strategic Decision-Making Approach. New York: Mcgraw Hill.

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