How is marketing management both an art and a science? What global marketing challenges and opportunities do businesses face today?
Why are global marketing information systems necessary? How are both internal records and marketing intelligence systems of value?
Marketing is both an art and a science appealing to creative people and those with a more analytical orientation. Marketers are the crucial link between the organization, its customers/end-users and its suppliers, concerned with building relationships that are valuable for all parties. Consequently, marketing is rooted in a strong understanding of the customer, whether an individual consumer or another organization. Identifying consumer needs, developing new products/services, developing communications strategies, ensuring products and services are available where and when consumers want them, determining prices, and adjusting all of these to international markets and different cultures.