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Home→The Westburn Dictionary of Marketing→M→market managers

market managers

Definition:
Managers responsible for some or all of the marketing activities in one, usually of a number, of the markets in which the organization operates. This system of marketing management is used where the differences between markets dominate marketing options and hence where it makes sense to 'manage' markets (as against PRODUCT MANAGEMENT).

Cross-References:
[product management]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].