Learning Objectives: Chapter 20 Marketing Management, Evaluation, and Control. Define marketing management and list its five components. Explain the benefits of marketing management. Describe the five different methods of organizing a marketing department.
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Marketing management includes all the activities necessary to plan, research, implement, control, and evaluate the marketing efforts of a hospitality and travel organization.
Steps that an organization takes to ensure that its marketing plans are successful.
Techniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing efforts