Marketing Management (Kotler & Armstrong)

Marketing Management, as described by Kotler and Armstrong, involves planning, organizing, and executing marketing activities to create value for customers and achieve organizational goals. It emphasizes understanding customer needs, developing strong product offerings, setting competitive prices, and selecting effective communication channels to reach target audiences. This process includes analyzing market trends, managing branding, and ensuring customer satisfaction. Ultimately, it combines strategic thinking with practical tactics to connect products with consumers, fostering long-term relationships that benefit both the business and its customers.