1

Defining Marketing
for the 21st Century

Marketing Management

Carmelita G. Franco
 Figure 1.4 Holistic Marketing Dimensions

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 Integrated Marketing

• Products
• Communication
• Channels

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 A Video showing integrated
marketing

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 Internal Marketing

Internal marketing is the task of

hiring, training, and motivating able
employees who want to serve
customers well.

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 A video about internal marketing

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 Internal Marketing

• Marketing Department
• Senior Management
• Other Departments

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 Performance Marketing

• Financial
Accountability
• Social
Responsibility
Marketing

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Social Initiatives
• Corporate social marketing
• Cause marketing
• Corporate philanthropy
• Corporate community involvement
• Socially responsible business practices

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 Figure 1.5 The Four P’s

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 A Video about the 4Ps of the
Marketing Mix

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 Marketing Management Tasks
• Develop market strategies and plans
• Capture marketing insights
• Connect with customers
• Build strong brands
• Shape market offerings
• Deliver value
• Communicate value
• Create long-term growth

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 THANK YOU

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