Management-Marketing

In: Business and Management

Submitted By edward88
Words 8934
Pages 36
1. Conceptul de management-marketing
Management- marketing, in sens practic, are semnificatia de management bazat pe marketing, altfel spus semnifica conducerea firmei care a acceptat, inteles si utilizeaza in derularea proceselor optica, viziunea filosofia marketingului.
Management- marketing este opus unui alt tip de management, care in esenta nu este bazat pe marketing.
Managementul bazat pe marketing presupune utilizarea arsenalului de metode si tehnici ( a instrumentarului stiintific) in derularea proceselor. Acesta are rolul de a operationaliza filosofia marketingului.
Din punct de vedere practic, in centrul demersului de management se afla instrumentarul de marketing, motiv pentru care management – marketingul se afla mai aproape de marketing decat de management, fiind dezvoltat in lucrari apartinand unor reputati specialisti ai marketingului.
Cea mai cunoscuta, in acest sens este Marketing Management a parintelui marketingului modern Ph Kotler .
2. Locul managementului in cadrul activitatii de marketing
Managementul studiaza procese si relatii de munca. Intelegerea caracterului de proces, in sensul de activitati derulate in succesiune, cele din “aval” depinzand de cele din “amonte” reprezinta o importanta majora pentru intelegerea corecta a marketingului deoarece intreaga teorie a fost dezvoltata ca proces. Din acest motiv continutul multor instrumente nu poate fi inteles decat in relatie cu continutul altor instrumente.
Managementul a dezvoltat o serie de instrumente specifice fara a caror intelegere si utilizare in firme nu este posibila aplicarea marketingului. Dintre toate acestea se detaseaza STRATEGIA ( ca instrument); omniprezenta in toate fazele. Altfel spus managementul si marketingul se sprijina pe strategie, conceptul fiind dezvoltat mai intai in management si adaptat corespunzator in marketing. Adaugam la strategie, metodele moderne de…...

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