7 Pillars of Marketing Management that Marketing Managers Must Master

In the era of digitalization and unpredictable changes in consumer behavior, every marketing manager needs to master the important pillars of marketing management as a strategic competency.

The role of marketing managers has evolved, from simply managing promotional campaigns to becoming the main architect of customer-based business strategies.

This is increasingly relevant when the 2023 McKinsey report shows that companies that use a data-driven marketing approach can increase ROI by up to 20%.

According to research by the American Marketing Association (AMA), marketing effectiveness is now judged by consistent customer experience, not just how attractive the campaign is.

Marketing managers who are able to integrate analytics, cross-functional collaboration, and understand the customer journey from start to finish will be the main drivers of business growth.

Therefore, this ability is not only about achieving targets, but also building sustainable competitive advantages for the company.

What is Marketing Management?

Marketing management is the process of planning, implementing, and supervising all marketing activities with the main goal of creating customer value and generating sustainable business profitability.

According to Philip Kotler, known as the “father of modern marketing,” marketing management is the art and science of selecting target markets and creating, communicating, and delivering superior value to customers.

In the midst of digital disruption and dynamic changes in consumer behavior, the marketing function is no longer just about promotion, but has become a driver of overall business strategy.

One of the key elements in marketing management is understanding the market through systematic research.

Based on a report from McKinsey & Company, companies that integrate data and analytics in marketing decision making can increase ROI by 15-20%.

This shows the importance of data-based marketing management, not assumptions.

A reliable marketer needs to be able to read trends, understand market segments, and translate them into the right differentiation and positioning strategies.

Marketing management is also closely related to the management of the marketing mix (product, price, distribution, and promotion). In today's digital era, this concept has developed into 7P with the addition of people, process, and physical evidence.

Institutions such as the American Marketing Association (AMA) emphasize that the effectiveness of modern marketing is not only assessed from promotional output, but from the holistic customer experience (customer journey) that is managed consistently across channels.

In practice, marketing management includes brand management, digital campaigns, content marketing, to cross-functional collaboration such as sales and customer service.

What are the 7 Pillars of Marketing Management?

The 7 Pillars of Marketing Management is a strategic framework used by companies to manage all aspects of marketing in a comprehensive and integrated manner, in order to create, communicate, and maintain customer value.

This model originates from the development of the classic 4P concept (Product, Price, Place, Promotion) introduced by E. Jerome McCarthy in 1960, then expanded into 7P by Booms and Bitner in 1981 to accommodate the dynamics of the service industry and modern business.

Until now, credible institutions such as the American Marketing Association (AMA) and Harvard Business School still recommend this framework as a foundation for managing marketing professionally.

Here is a description of the 7 Pillars in the context of Marketing Management:

1. Product

Products or services are the basis of all marketing strategies. According to Philip Kotler, "The product is the heart of marketing efforts."

Products must continue to innovate to meet market needs and wants.

Based on McKinsey research in 2023, companies that focus on product innovation recorded revenue growth 2.4 times higher than their competitors.

2. Price

Price reflects the value of the product in the eyes of customers and is a strategic element in positioning.

A 2022 Deloitte survey revealed that 82% of consumers compare prices online before making a purchasing decision.

An effective pricing strategy must consider competitive, psychological, and value-based pricing factors.

3. Place

Distribution regulates how products are available to customers. With digital transformation, distribution includes physical channels and online channels.

A study from Harvard Business Review states that companies with an omnichannel approach increase customer loyalty by up to 90% higher than single-channel.

4. Promotion

Promotion is how a company communicates the value of its products to the market. This includes advertising, PR, social media, SEO, and more.

According to a 2024 Gartner report, companies that integrate digital and offline campaigns have increased brand engagement by an average of 27%.

5. People

Employees are brand ambassadors. Service quality is highly dependent on staff skills, attitudes, and motivation.

The Gallup Workplace Report shows that companies with high employee engagement have 23% greater profitability than the industry average.

6. Process

Marketing management must ensure that the entire process, from production, sales, service, to customer feedback, runs efficiently and standardized.

Forrester Research in 2023 found that 79% of customers leave a brand after one bad experience due to an uneven service process.

7. Physical Evidence

In service and digital products, physical evidence such as websites, brochures, customer reviews, and packaging build perceptions of quality.

According to the Nielsen Trust Report, 92% of consumers trust user-generated content (reviews and testimonials) over official advertising.

Indicators of Marketing Managers Mastering Marketing Management

Mastering marketing management is not only about understanding theory, but also about being able to implement effective, measurable, and result-oriented marketing strategies.

As an experienced leader, you should observe that there are several key indicators that show that a marketing manager truly masters this discipline.

This opinion is also supported by research from credible institutions such as the American Marketing Association (AMA), McKinsey, and HubSpot.

1. Ability to Create and Implement Integrated Marketing Strategies

A marketing manager who masters marketing management is able to design a comprehensive marketing plan, including market analysis, segmentation, targeting, positioning, and the use of the marketing mix (7P).

According to McKinsey research in 2024, companies that implement data-driven and integrated marketing strategies are able to increase campaign effectiveness by up to 25% higher than traditional approaches.

2. Mastery of Data and Marketing Analytics

In the digital era, mastery of analytical data is a critical indicator. A reliable marketing manager not only looks at vanity metrics (such as the number of likes), but also understands strategic metrics such as Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Conversion Rate, and Return of Investment (ROI) from marketing campaigns.

A 2023 HubSpot report shows that 73% of top-performing companies have marketing managers who routinely use data analytics in decision making.

3. Ability to Lead Teams and Collaborate Across Functions

Marketing cannot work in a silo. A true marketing manager is able to lead creative, digital, sales, and even finance teams in one interconnected ecosystem.

According to Gallup's 2023 State of the Global Workplace Report, organizations with strong cross-departmental collaboration experience 21% higher revenue growth than those that operate in silos.

4. Deep Understanding of Customer Journey and Experience

A skilled marketing manager must understand the entire customer journey cycle, from awareness to advocacy, and be able to create a consistent customer experience at every customer touchpoint.

A 2024 PwC study found that 73% of consumers said customer experience was the primary factor in their purchasing decisions, more important than price or the product itself.

5. Adaptive to Changing Marketing Trends and Technologies

Mastering marketing management means being ready to face rapid changes in market trends, new technologies (such as AI in marketing, automation, personalization), and changes in consumer behavior.

According to the 2024 Salesforce State of Marketing report, 91% of marketing leaders said that the ability to adapt quickly to change is a key to long-term success.

A marketing manager who masters marketing management will be seen from his ability to develop data-based strategies, execute integrated campaigns, lead teams, create strong customer experiences, and adapt to changing trends.

In order to master these indicators, managers need adequate and credible marketing training.

Prasmul-Eli provides a Marketing Management Training Program that is believed to develop the potential of managers in implementing it sustainably relevant to your company's vision and mission.

Have You Mastered Marketing Management Skills?

In the digital landscape, businesses that often appear on every channel accessed by consumers are businesses that can win the hearts of consumers.

For this reason, the role of a marketing manager with marketing management skills is very crucial to grow the company's visibility to have an impact on the company's profit.

Now is the time to continue to maximize marketing management practices to drive business growth.