6.3. Marketing as a Managerial function 

Management must regard marketing as a crucial function, on par with traditional management activities such as organizing, leading and controlling. ​(Reynolds & Mcclusky, 2013)​

Common marketing pitfalls include: 

• Lack of planning 

• Improper budgeting 

• Poorly defined goals and objectives 

• Lack of product development 

• Inadequate program evaluation 

With a clear vision and commitment to the organization’s mission, an effective manager will develop a marketing program encompassing planning, implementation and evaluation.