Marketing Management

Marketing Management is defined as the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

Demand Management

Marketing Management is concerned not only with finding and increasing demand, but also with changing or even reducing it.
1) Demarketing's aim to reduce demand temporarily or permanently (move traffic away from a popular tourist attraction during peak demand times).
2) In reality, marketing management is really demand management.

Building Management

A company's demand comes from two groups: new customer and repeat customer. Today emphasis is shifting. Beyond designing strategies to attract new customer and create transaction with them, company now are going all out to retain current customer and building lasting customer relationship. Companies are facing some new marketing reality. Changing demographics, a slow-growth economy, more sophisticated competitor and over capacity in many industries cost of attracting new customer is arising. So losing a customer means more than losing single sales. Work to retain customers make good economic sense. Company can lose money on specific transaction, but still benefit greatly from long term relationship. The key to customer retention is superior customer value and satisfaction