references/schools/marketing-management.md

# Marketing Management

## Core idea

Structured market definition, segmentation, targeting, value design, delivery, communication, and control.

## Figures

- `philip-kotler`
- `kevin-lane-keller`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `stp`
- `marketing-mix`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.