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Sources and Use of Marketing Information - Essay Example

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The present essay "Sources and Use of Marketing Information" dwells on the job role of a marketing manager. According to the text, the primary objective of the study is to understand the job responsibilities of a marketing manager and then identify his contribution to the growth of the company…
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Sources and Use of Marketing Information
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Download file to see previous pages The principal responsibility of a marketing manager is associated with managing the business operations of a company. The job requires managing the resources available to the company effectively in order to create effective marketing policies and strategies. The marketing manager is often given the responsibility to handle the issues related to a single product, in case the product is of vital importance and when marketing of such products is very complicated. There can be circumstances when the marketing manager will be viewed as a general manager and given the responsibility to handle a wide range of products and services. Organizations which operate on a large scale can thus, employ and appoint several marketing managers for handling different products. Small firms, on the other hand, do not engage more than one marketing managers because of their limited business operations. The marketing manager should be highly creative and he should always keep on developing innovative ideas. He should be articulate and have the ability to communicate ideas effectively to his subordinates. The marketing manager should intensively promote the products of the company and work in an organized way (Brownlie and Saren, 147-161).
The job duties vary with the structure and functions of the organization. It also differs from the sector of business operations. The duty of the marketing manager may involve a range of activities. The foremost responsibility of a marketing manager is to analyze and conduct research about the major trends prevailing in the market. They should have the skills to identify the potential target markets. It is the responsibility of the marketing managers to cater to those markets with innovative strategies that would benefit the organization they are working for. ...Download file to see next pagesRead More
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