engleski

Process Approach to Marketing Management

Besides a business function, conception and philosophy in a company, marketing management could be also defined as a process. Namely, if a market-oriented company identifies and names processes in its business, certainly it also identifies a marketing process, that is, a marketing management process in its extended conception frame. Hence, it is in the context of process system applying in a company that process approach should be defined. As any other business process, marketing management represents a comprehensive whole which creates appropriate value for consumers by transforming its inputs into desirable product. The mentioned transformation represents the chain of logically connected phases or steps, that is, the activities which are successively performed in order to achieve previously defined process objectives. In this paper, the authors offer one of the possible concepts for the flow of marketing management process activities. The suggested concept gives a central process position to market research activities, as they provide information needed for a continual process performance, but also, raising the quality level of marketing management process, too. The paper also defines the basic determinants and structure elements of marketing management process. Hence, the paper determines basic process parameters, such as process name and manager, inputs, process steps, 681 control mechanisms which monitor process activities, in addition to process outputs and feedback. Subsequently, it displays the structure of a marketing management process. Namely, the research on the development and importance of marketing management process and activities was conducted on a sample of Croatian companies. The sample comprised the Croatian companies certified according to the international standard ISO 9001:2008. One of the basic ISO requirements is the process approach, which implies defining and managing business processes along with adequate information basis. In this way, the achievement of an effective marketing process management was being pursued. Moreover, it could apply to any business process in general.

Process; Process approach; Process steps; Marketing management; Marketing management process

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