The marketing revolution has changed everything, placing the customer at the center of innovation, development, and distinction. This has compelled business organizations to be close to their customers, identifying their needs, desires, interests, preferences, and tastes if they wish to outperform competitors and achieve their goals of survival and growth. This is only possible with a modern and contemporary marketing management approach.

The rapid pace of change has forced marketing management in business organizations to adeptly handle the future, lest they face failure. The uncertain and ever-changing nature of the future categorizes marketing management into three types: those that create the future, those that are forced to adapt to surrounding changes, and those that are unaware of what is happening around them. The state of companies today is not a result of spontaneous events but of deliberate forces that create change and direct the present towards the future. This conscious action must be correctly positioned, or it becomes a burden.

This emphasizes the concepts of efficiency (doing things right) and effectiveness (doing the right things). Marketing planning is concerned with setting the right objectives and choosing the appropriate means to achieve them. If a manager is weak, they dwell on yesterday's problems. A strong manager solves today's problems, but the strongest manager focuses on solving tomorrow's problems. Modern marketing management is not just an art but also a science, relying on scientific methods and research to achieve production with great efficiency, and on principles from many sciences to solve its problems. Sound marketing management is an effective means of success, combating randomness and improvisation.

Modern marketing management is defined as a continuous and interactive process aimed at directing individual and collective efforts toward achieving common marketing goals by using available resources with the highest degree of effectiveness and efficiency. Effectiveness is simply doing the right things, which requires identifying and defining these right actions. Efficiency is doing things right. Effectiveness is linked to leadership (clear vision, goals, strategies), while efficiency is linked to management (planning, organizing, time management, control).

This systematic book serves as a roadmap for modern marketing management. It aims to clarify the important and vital role of marketing, highlighting its basic concepts, intellectual frameworks, and main functions. It is a serious attempt to build a cohesive, integrated structure that enables researchers and specialists to grasp the content of this contemporary scientific and intellectual subject, as it is the cornerstone of performance efficiency and effectiveness in all business organizations, whether small or large, national or global, for-profit or non-profit. This is to achieve success and prosperity, ensure survival and continuity, build a competitive advantage and reputation, and ultimately achieve market leadership. Embodying these goals, this book is a comprehensive, contemporary, and practical approach to marketing management, structured into twelve chapters.

• Number of Pages: 512
• Year of Publication: 2022
• Binding Type: Hardcover
• Edition Number: 3
• Printing Color: Black
• Dimensions (cm): 17x24
• Weight (kg): 0.950
• Barcode: 9789957970130