Managing the Marketing Process

Managing the marketing process and production requires specific skills, just as operations or personnel management does. Marketing is typically much more diverse in scope than operations or personnel. Yet a typical marketing budget is only a fraction of the entire operations or payroll expenses of a company.

Marketing management requires project management skills as well as creative management skills. With at least five distinct skill types involved in the marketing process, only the largest of companies and business units typically have the budgets allowing full time jobs within these areas of expertise.