Sales and marketing management describes all of the practices that go into organizing and optimizing processes related to increasing profits by attracting new clients and keeping existing ones. This kind of management occurs in any industry where organizations depend on the selling of goods and services. Some of the most common types of sales and marketing management are project management and organizational management. Marketing and sales on the Internet often require a different style of management.
Project management is practiced when a particular product is about to be introduced into a market. A sales and marketing management professional normally bases strategy on market research. This research provides information regarding the demand of a potential customer base, as well as pricing needs and competitive placement of a business within an industry.
A manager might use market research to direct marketing campaigns. He or she can design a campaign that speaks to certain demographics who might be interested in a product. Similarly, information regarding customers' income brackets and locations can help a manager to determine at which prices items should be sold. Pricing can also be determined by prices offered by competitive businesses. For example, to attract more customers than a competitor, a business might sell a similar product at a lower price.
Organizational management is a kind of sales and marketing management that occurs at the executive level. In this context, a marketing executive might plan a customer focus, which can dictate factors such as the public image of a company. It is normally the duty of a marketing executive to spread this message to members of sales and marketing departments. A marketing executive may also be responsible for conducting public relations with media outlets, such as television and radio.
Branding can be a big part of organizational management. A brand is a logo or aesthetic that helps to define the personality of a company. Marketing executives who decide on brands might base the look and style of a brand on impressions gathered from market research.
Internet sales and marketing management are considered a distinct category of management markets by many experts. While project managers and organizational managers of large companies might incorporate the Internet into greater advertising campaigns, many smaller businesses operate solely online. These businesses might need to focus on strategies that use social networking and online video. A sales and marketing manager in this context might be responsible for creating blogs and social network identities, as well as buying ads on web pages.