THE INFLUENCE OF MARKETING ON BUSINESS MANAGEMENT AND BUSINESS STRATEGIES

Abstract

The marketing aspect of business management refers to the presentation of companies' products and services in the most efficient and effective way. For business management, it is essential to use advanced marketing strategies that can generate customer loyalty and long term relationships with them. It is essential to note that marketing is an integral part of business management and that without quality marketing strategies, all other departments in companies could not function properly. The reason for this is the importance of marketing for creating relationships with customers and promoting companies' products and services. Business management refers to managing the daily operations of companies, which includes monitoring the work of employees, managing the resources available to companies, but also strategic planning of the directions in which companies want to move. For proper business management, it is necessary to find the right leaders who possess unique skills in these fields, in order to react to changes in business trends and the needs of customers and companies. However, it is crucial to note that these needs are also related to marketing, because one of the ways to respond to changes in business trends is to change marketing strategies. Companies must create marketing strategies that respond to these changes in the business environment and provide customers with quality products and services that correspond to changes in business trends. Companies must be prepared to create marketing strategies that correspond to the activities undertaken by their business managers. Therefore, we can conclude that the daily operations of the company, which is exemplified through the work of business managers and the aspect of business management in companies, are complementary to the marketing activities undertaken by marketing teams in companies. It is necessary to understand marketing as one of the functions of companies, which is why it could be observed as an activity related to business management in the company. In order to be successful, companies must combine the daily activities carried out by business managers with complementary strategies for presenting products and services to target groups. In order to understand the role of marketing in terms of business management and the daily operations of companies, an analysis of the skills needed by business managers and marketing teams must be made. Business management is associated with significant leadership skills, but also critical thinking and making quick decisions for daily operations. On the other hand, for marketing, it is very important to possess skills related to creative thinking, but also critical thinking. When these skills are combined, companies obtain more complete business strategies. This is a result of the fact that despite the success of a company's business management, without a good marketing strategy, success in the company's operations would not be possible. Companies need more purposeful relationships with customers and therefore marketing has a great influence on business management. This relationship is reflexive, because both business management and the created strategies affect marketing and marketing affects changes in business strategies and business management. In the global business world, these two areas of company operations are increasingly intertwined and conditions are being created for their integration into the daily operations of companies. Modern business operations are increasingly integrative and all of their functions are interdependent, which leads to a more synergistic understanding of business processes by the academic world