General managers oversee multiple business verticals and report to CEOs. They manage daily operations and delegate responsibilities to teams. Job titles vary by verticals and company size
Oversees marketing campaigns and projects from planning to analysis. Identifies best strategies for target audience and budget. Creates SMART goals, action plans, and KPIs for strategy development. Monitors market trends and competitor actions
KAM describes tools and processes to retain and maximize value of most important customers. Sanofi UK saw £6m annual income increase through KAM implementation
BSC is a management tool developed in 1990s by Kaplan and Norton. Links strategic objectives with key performance measures. Helps companies visualize and track strategic planning
Benchmarking compares organization's performance against industry standards. Helps identify areas for improvement and gain competitive edge. Provides valuable insights into industry trends and best practices
Marketing management applies marketing techniques within organizations. Analyzes industry context using Porter's five forces and competitor analysis. Conducts market research using qualitative, quantitative, and experimental methods. Performs brand audits to assess current position and effectiveness