Marketing Management

The market is going through a time a continuous change and evolution. The companies either leap forward, stagnate or go through regression: this is the daily scenario we have been watching for the last decades. The number of companies that evolve is not very large if one tales into consideration the number of the ones stagnating or in regression. Why? The question is complicated and implies different answers for each situation for each situation and for each features of the market and companies, sometimes even of the people, managers facing risks daily.

A probable answer may come from the studies made during these years that confirm that the companies use the marketing concepts and instruments only partially  in a focused, multichannel way.
 
The marketing activities seem to be  focused  on dealing on the 4 P's (Product, Price, Point of Sales, Promotion) and this reduces the efficiency. Many companies have a wrong marketing basis: they either forgotten the basic principles, did not live or only partially lived them on certain products and during different times of their lives or the responsability of the  of the whole company marketing process was divided into the the different positions. Finally according to Kotler's opinion, who remains a  marketing guru,  the vision of  marketing and it's potential was lost most of all now when the markets of the network also became "conversations".

The marketing is an engine that may pull a company's strategy and many times nowadays it does  just because it implies a complex series of events which cannot be limited or reduced to a simple action.

Only taking a consciousness test, an audit of the status quo of the company than the company can evolve from the faults, finally comprehended and visualised, to the excellence areas and their promotion: from the efficient recovery to the major operational efficiency in communications and sales.

So what is the objective that need to be focused upon in a company ? One of the possible answers is what and how many opportunities the marketing specialists manage to create and maintain in a certain period. To do this means to apply correctly the trio STP (segmentation, targeting and positioning) and also to verify the harmonization with the 4 P's and in finally proceeding to the the materialization of the marketing plan and monitoring the results.

If we say it like this the process seems simple but then, what goes wrong? In this way of good marketing something usually goes wrong something is not dealt with appropriately.