Bring your “A” game: How to improve your marketing management

There are several theories and concepts that can help you understand the basics of managing marketing activities, but a new way to understand the marketing management process is to think about it using As. Here’s how.

The As Model

This simple model can help with the understanding of the basic elements of the marketing management process, and identifies the importance of the customer and how a manager should be customer-centric with the planning of marketing-related activities.

This is shown in the diagram:

In this diagram, the customer, or the target audience, is at the centre of marketer’s focus. Placing customers at the centre of your marketing plans involves understanding the customer, creating a product/service to satisfy their needs, communicating how your offering will satisfy their needs, and delivering it to the customer effectively.

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