Marketing management is the practical application of marketing techniques and management of marketing resources and activities. It encompasses a large number of activities and functions that help in the development of new products and services and also their delivery to the customers.

Marketing research and analysis is one of the most important activities involved in marketing. Marketing research is important to develop cost effective and efficient programs that will promote the products and services offered by the company. Marketing analysis is further divided into customer analysis, company analysis and competitor analysis. Customer analysis is done to find prospective customers and to increase the number of increasing customers. Company analysis is done to know about the profits of the company and to know where the company stands in the market. Competitor analysis is done to study the competitive strategies of other companies.

Designing a marketing strategy to maximize the revenues and profits of the company is another important activity that must be undertaken. A good marketing strategy may focus on revenue growth, increasing the market share of the company or on long term profitability. The strategy so formed must be implemented by a good marketing plan that helps in achieving the marketing and financial goals of the organization. The marketing plan so executed must be checked and reviewed regularly to know the results. Various metrics can be used to check the progress of a marketing plan against the objectives set to know whether the target is being achieved or not.