MARKETING MANAGEMENT AND COMMERCIAL PROCESSES

Abstract

This paper addresses the topic of Marketing Management and Commercial Processes, emphasizing the importance of marketing, sales management, and technological innovation for strengthening and enhancing the competitiveness of organizations in the current context. The main objective was to analyze how marketing management relates to commercial processes and how the integration of marketing, sales, and technology contributes to business growth. Specifically, the study investigated the concepts and evolution of marketing management, the structure of commercial processes, marketing strategies and competitive positioning, as well as the role of technology and innovation in transforming business practices. The research was developed through a qualitative and descriptive methodology, based on a bibliographic review of classical and contemporary authors in the fields of marketing and management, such as Kotler, Keller, Las Casas, Cobra, and Turban, among others. The theoretical framework enabled an understanding that modern marketing has surpassed the traditional view of promotion and sales, establishing itself as a management philosophy oriented toward value creation and meeting consumer needs. It was found that well-structured and integrated commercial processes allow for greater operational efficiency and closer relationships with customers, fostering loyalty and organizational sustainability. The results also highlighted that technological innovation and the advancement of digital marketing have profoundly transformed consumer behavior and business strategies, promoting new forms of interaction and service personalization. It was concluded that the use of tools such as e-commerce, CRM, and data analysis significantly contributes to more assertive decision-making and strengthens competitiveness in the global market.