ABSTRACT
To be as successful as possible, the marketing manager must approach the management task in an orderly and systematic manner. What must be done to assure the marketing management process is effective? What constitutes a good marketing management process? The marketing management process involves five components and is consistent with the basic functions of all management. The marketing manager must plan, assemble resources, implement, administer, and control. The components of the management process are depicted in Exhibit 17.1.
