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DISTINCTION BETWEEN MARKETING AND MARKETING MANAGEMENT


Distinction Between Marketing and Marketing Management.




          Marketing management is similar to that of any other form of management. It may be defined as the process if management of marketing programmes for accomplishing organisational goals and objectives. The process of management is the set of managerial functions known as planning, implementations and control of programmes to achieve predetermined objectives. Kotler defines marketing management as ‘the analysis, planning, implementation and control of programmes designed to create, build and maintain mutually beneficial exchange and relationship with target market for the purpose of achieving organisational objectives. According to L.K. Johnson, “Marketing management is that field of business activity involving the establishment and execution of the plans of all the phase or steps of a complete sales campaign.”
Some of the important distinctions between these two terms are as follow:

1. Since marketing forms the matter within theoretical knowledge of the subject, the practice of marketing falls within the theory of action of the marketing management.

2. Marketing management involves planning implementation and control of marketing programmes, while marketing is the set of human activities directed at facilitating and consummating exchange.
3. Marketing management explains the philosophy and objective of the organisation while marketing is specifically noted in the realm of human activities.


4. Marketing management is seen as a purpose activity aimed at bringing about desired changes, while marketing is business activity which helps in consummating exchanges relationship. It is, of course, goods and services, and they are exchanged for money also.

5. Marketing is a total systems of business activities designed to plan, price promote, and distribute want-satisfying product to target markets to achieve organisational objectives. Marketing management represents marketing concept in action, i.e. pre-planned demand management under customer-oriented marketing philosophy. It looks after the marketing systems of the enterprise, and performs all managerial functions in the field of marketing.

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