When promotional techniques are applied in a manner that is practical, the business discipline is referred to as marketing management. The activities and resources of a company associated with promotions are a major focus in this discipline. The responsible party in charge of customer demand, timing, and the influence of the level is a manager. This individual does not have a set role as the size of a company, the context of the industry and the corporate culture can change the duties included in that role. One of those roles can be as a general manager of the product assigned to him or her.
Marketing management encompasses a wide range of things based upon the size of the company. The basis of the idea of this kind of promotion control are resources and activities that build relationships with customers who are drawn to the company. As a reference, Keller and Kotler have a definition that encapsulates the delivery of services and products to customers. This is what makes this kind of marketing unique because the promotions require every aspect of a company to be involved in bringing customers in. Everything about a company influences customers to take part in the purchase of that company´s services and products.