Introduction:
The primary objective of this note is to provide an introductory understanding of the scope and function of marketing in the broader context of business management. This note will:
- Provide a basic understanding of what marketing is and a framework to better analyze a business’s marketing strategy
- Explain the importance of internal corporate and external market analyses, and provide several frameworks for offering insights into a market
- Explain marketing elements and provide a framework to help organize and structure a marketing plan
- Explore skills related to analyzing a marketing plan
Introductory Note on Marketing Management
Author: Richard S. Bloomfield and Alexander (A.J.) Miller
Category:
Marketing
Preamble:
This case was written with the support of research assistant, Heather McDougall, and was edited by Joe Gilvesy, Shahin Pardhan and Katie Oates. Final production of this note was made possible by Ryan Rabie from the Library and Learning Services team at Huron University. The authors' intent for this material is to be used in a classroom or other management learning settings. Names or other identifying information may be altered to protect confidentiality.
Published 07-25-2025
Copyright:
This content is freely available without charge to readers and their institutions. All content is published under the Creative Commons License, Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of this case without seeking prior permission from the author(s).
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