Gerencia de mercadeo, una revisión de la literatura actual

Abstract

The research interest of reviewing marketing management from current literature, thus generating the objective of these lines, under a documentary-type methodology with bibliographic design. In Latin America, we find terms such as: Marketing, Mercadology, Commercialization and Marketing, among others, the latter of widespread use in Mexico. In Spain, the cradle of our language, the term marketing is used directly. Marketing management is important because it guarantees that the market activities carried out within the company are aligned with its objectives, generating adequate competition whether from commerce, manufacturing, industry or service. Also important is the current relevance of strategic marketing management as a tool for the company to be sustainable in time, space and in the population to satisfy the needs. To close, marketing management has a fundamental role in the planning and execution of strategies that allow the company to achieve its commercial objectives. To this end, this type of management allows for the definition of marketing strategies and commercial policies that guide the various activities that are geared toward the customer and the company's general objectives.