Marketing management concepts: basic approaches and their application in modern business

Marketing management is an important aspect of any business because it helps organizations identify, anticipate, and profitably meet customers’ needs. In 2023, the field of marketing is evolving every day.

So, experts are developing new concepts and strategies so that entrepreneurs can meet changing market trends. In this article, we would like to describe for you the freshest marketing management concepts that businesses need to know in order to remain competitive and successful.

Marketing management definition

Marketing management is the process of identifying, anticipating, and profitable satisfaction of customers’ needs. It includes developing strategies to promote and distribute products or services to targeted customers, customer relationship management, and market trend analysis to ensure business success.

Importance of marketing management

Marketing management is necessary for any business because it helps companies to remain competitive and to meet the constantly changing requirements of the market. Effective marketing management can help businesses understand their customers’ needs or preferences, develop new products or services, and create a strong identity image.

Marketing management objectives

There are general tasks of marketing management:

  1. Determination of consumer needs and preferences.
  2. Develop products or services that meet their needs.
  3. Building a strong brand.
  4. Promotion of products or services among target customers to create long-term relationships with customers.
  5. Analysis of market trends and adjustment of marketing strategies, respectively.

Customer relationship management (CRM)

Customer relationship management (CRM) is a marketing management concept that focuses on building long-term relationships with customers. It includes gathering data about customers, analyzing their behavior and preferences, as well as using this information to personalize marketing campaigns and enhance customer experience.

Digital Marketing

Digital marketing is another concept of marketing management that has become increasingly significant in recent years. In 2023, businesses will use digital marketing channels, such as social media, email, and mobile marketing, which will help them get a large target audience.

Digital marketing helps entrepreneurs interact with customers in real-time, as well as create opportunities for personalized interactions and instant feedback.

Integrated marketing communication (IMC)

Integrated marketing communication (IMC) is an idea of marketing management that includes the coordination of all aspects of the company’s communication efforts. It includes traditional advertising and public relations as well as new channels such as social networks and content marketing.

Big data analytics

Big data analytics is a marketing management concept that includes the use of large data sets to identify practices and trends in consumer behavior. This allows companies to collect data from multiple sources, including social networks, customer interaction, and traffic on the site, and use this information to improve marketing strategies.


Personalization is a concept of marketing management that will give you individual customization of marketing efforts for each customer based on their preferences and behavior. In 2023, businesses focused on factors such as personalization as a way to create more meaningful interactions with customers and build long-term relationships.


In 2023, the concepts of marketing management will be improved regularly, so any businessman should be aware of the latest strategies so that he can remain competitive and successful. When you start using the right marketing management concepts, you will be able to identify customers’ needs and preferences, develop effective marketing strategies and create long-term relationships with your customers.

Customer relationship management, digital marketing, integrated marketing communications, big data analytics, and personalization are just some of the latest marketing management concepts that any business should know about. If you integrate these strategies into your marketing efforts, your business will remain ahead and operate successfully in the world of marketing that is constantly changing.

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