The document discusses how marketing management has changed due to major societal forces like the digital revolution, globalization, and new consumer and company capabilities. Specifically, it notes how network information technology has enabled more accurate production, targeted communications, and relevant pricing. It also discusses how the internet is now a powerful information and sales tool for companies to promote business globally, conduct market research, and facilitate internal communication through intranets.

1. Understanding Marketing
Management

2. How has Marketing
Management
changed?
4

3. Network
Information Technology
Major Societal Forces
The digital revolution has created an Information Age
which lead to more accurate levels of production, more
targeted communications, and more relevant pricing

4. Globalization
… advanced technology made the transportation easy
Major Societal Forces

5. New Consumer Capabilities
A Substantialincrease
in buying power

6. New Consumer Capabilities
A greater variety of
available goods & services

7. New company capabilities
Use of internet as a powerful
information and sales tool
to promote their business
and products worldwide
Information

8. Management
New company capabilities
Researchers can collect fuller and richer information about
markets, customers, prospects, and competitors. They can also
conduct fresh marketing research using the Internet to arrange
for focus groups, send out questionnaires

9. New company capabilities
Managers can facilitate and speed
internal communication among
their employees by using the Internet as
a private intranet. Employees can query one
another, seek advice, and download or upload needed
information from and to the company's main computer.
Internal communication

10. Changes in Marketing
Management
1. Network Information Technology
2. Globalisation
3. Increase in Buying Powers
4. Variety of Goods & Services
5. Powerful Information & Sales Channel
6. Internal Communication-Intranet

12. Sameer Mathur
Indian Institute of Management
Lucknow
Marketing Professor 2013 -
Marketing Professor
2009 -2013
Ph.D & M.s (Marketing) 2003 - 2009
Amit Pandey
Indian Institute of Technology
Kharagpur
(Internship)