Marketing Management: Episode 02: Understanding marketing management within a global context

Understanding marketing management within a global context
1. The critical aspects of management
2. How marketing management is practiced
3. How global marketing management is practiced
4. The major methods for going global or entering foreign markets
5. Managing in developing and low-income markets
What is management?
Management is the ability to use organizational resources to achieve organizational goals through the functions of planning, organizing, leading and control. Managers are the people within the organization charged with running the organization on behalf of the owners.
Four Basic Pillar of Management:
1. Planning establishes the direction of the organization.
2. Organizing divides activities among work groups, allocating the people, technological, physical, financial and information services required to achieve tasks.
3. Leading motivates employees to achieve organizational goals.
4. Control measures and evaluates organizational performances.
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