Open AccessMarketing Management
Author(s) -
Pankaj Kumar,
Praveen Kumar,
R. K. Yadav
Publication year - 2015
Publication title -
journal of advance research in business, management and accounting
Language(s) - English
Resource type - Journals
ISSN - 2456-3544
DOI - 10.53555/nnbma.v1i1.146
Subject(s) - marketing , marketing management , business , marketing strategy , return on marketing investment , context (archaeology) , marketing research , business marketing , quality (philosophy) , relationship marketing , globalization , economics , market economy , paleontology , philosophy , epistemology , biology
Marketing management is define as it a business discipline which focuses on the practical application of marketing techniques and the management of a firm's marketing resources and activities Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture , and industry context. This study wil expand onissues and debates common to many of the approaches and wil conclude with demonstratingthe ability to explain a chosen research approach. This paper has a significant contribution byclarifying how to ensure research quality, which is crucial to pursue auditable data col ectionand analysis and consequently to generate reliable knowledge in particular to case studyresearch.