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Marketing as a Management Process

In: Principles of Marketing

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  • Manfred Bruhn

    (Faculty of Business and Economics)

Abstract

In this chapter, you will develop an understanding of marketing as a systematic management process. You familiarize yourself with the steps and phases of the marketing management process, work out the central decision-making aspects of the marketing management process, get to know the methods used in the individual planning steps, and distinguish between different levels of marketing planning. A particular concern of this chapter is to convey the tasks and contents of a comprehensive management process and marketing plan.

Suggested Citation

  • Manfred Bruhn, 2025. "Marketing as a Management Process," Springer Books, in: Principles of Marketing, chapter 0, pages 25-33, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45834-8_2
    DOI: 10.1007/978-3-658-45834-8_2
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