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Chapter 2The critical aspect of managementManagement entails four main activities, which are planning, organizing, controlling, and leading. All these activities are related and come into play when managers have set their goals and want to achieve certain desired results. Another aspect of management is the organizational context, which represents how an organization is structured in terms of resource utilization and organization culture (Kotler, Keller, Brady, Goodman & Hansen, 2019). The organizational context differs from one company to another, and therefore, managers should learn their organization context before engaging in any management activity.How marketing management is practiced.Marketing management entails the application of marketing techniques and management of an organi...
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