Marketing management has the direct responsibility to find out areas where the company s products and services fail to fulfill consumer needs and expectations and to initiate vigorously marketing programs to provide desired satisfactions explicitly demanded by consumerism. Marketing management s nature and objectives will have become vastly more consumer-oriented and much less product and/or corporation-oriented for the maximum long-range benefits of the corporation itself.

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. Marketing management employs tools from economics and competitive strategy to analyze the industry context in which the firm operates