Page 15 - Marketing the Basics 2nd

What is ManageMent? 7
econometrics began to be taught at newly opened business schools in universities such as Harvard.
Today, there are thousands of journals containing information on just about any issue in the field. On top of that, there are tens of thousands of websites, trade magazines and pamphlets that cater their reporting to a particular market. Having so much information is both a blessing and a curse: the information you seek likely exists, finding it is another story. Rest assured the marketplace of ideas does exist.
SUGGESTIONS FOR FURTHER READING
Peter Drucker, Management: Tasks, Responsibilities, Practices, New York, Harper & Row, 1974. A classic by the original management guru, who passed away at the age of 95 in 2005. His contribution to the field is immeasurable and he will forever be remembered as one of the most influential thinkers of his time. This is a big book and takes a while to get through. Alternatively, try the shorter essays in Drucker’s The New Realities, New York, Harper & Row, 1989.
Henry Mintzberg, Managing, San Francisco, CA, Berrett-Koehler Publishers, 2009. After 40 years of studying management, Professor Mintzberg summarizes what he has learned. A great read.
Karl Moore and David Lewis, Origins of Globalization, London, Routledge, 2009. This book covers management and business in the Assyrian, Phoenician, Greek and Roman empires. It argues that there was ‘known world’ globalization in the Roman Empire.
WHAT IS MARKETING MANAGEMENT?
Simply put, marketing management is the application of marketing- related strategies and tactics to meet an organization’s stated goals. By that definition, every resource, human or otherwise, is participating in the marketing process. In business, marketing has two aims. The first is to attract new customers by highlighting the potential value of a good or service. Getting customers is an active process, meaning the business must solicit the customer; rarely do customers come to a business.