Marketing management

The Marketing Management must become jumbled with the executive president and the high management department to face two challenges that there are in the companies in the competitive area to increaseloyalty of the client and to diminish the pressure to reduce prices.  In order to obtain it the company must look for initiatives related of growth like expanding to new and increasing channels ofdistribution, to sell solutions instead of products, and to look for innovations.
The marketing executives have the abilities to always handle those initiatives and when they are arranged to assume aleadership role and adopt a way to think oriented to other functions.  None of these initiatives can be implemented successful by the marketing function if this acts separately.   
The old world ofMarketing simply remained short and new approaches are needed so that a company is successful and manages to stay in the market.  The forces that produced this change have been the transformations thatwe are experimenting in the world-wide markets, in the availability of the information.  Such are consequence also of the technological advances in deferent’s fields as those of technology,information, communications, and transport and of the growth of consumers markets.
As the markets, the marketing must make changes too.  Marketing is not only a department of the company in charge of sometasks like the publicity, direct mail, directives of sales and customer service.  Marketing must be an intention of all the company that must lead the vision of the company, its mission and its strategicplanning.  Marketing has to do with the decisions that the company must take on what customers wants to have, what needs must satisfy, what products and services wants to offer, what prices mustdetermine, what communication must use, what channels of distribution must use and the relations it must develop.

On the latest years of the decade of the 90’s, begun to produce many changes in the...