<Tr> <Td> </Td> <Td> This article needs additional citations for verification . Please help improve this article by adding citations to reliable sources . Unsourced material may be challenged and removed . (February 2017) (Learn how and when to remove this template message) </Td> </Tr> <P> A General Manager is an executive who has overall responsibility for managing both the revenue and cost elements of a company's income statement, known as profit & loss (P&L) responsibility . A General Manager usually oversees most or all of the firm's marketing and sales functions as well as the day - to - day operations of the business . Frequently, the General Manager is responsible for effective planning, delegating, coordinating, staffing, organizing, and decision making to attain desirable profit making results for an organization (Sayles 1979). </P> <P> In many cases, the General Manager of a business is given a different formal title or titles . Most corporate managers holding the titles of chief executive officer (CEO) or president, for example, are the General Manager s of their respective businesses . More rarely, the chief financial officer (CFO), chief operating officer (COO), or chief marketing officer (CMO) will act as the General Manager of the business but there is level of post between them therefore GM and CEO are different . Depending on the company, individuals with the title managing director, regional vice president, country manager, product manager, branch manager, or segment manager may also have general management responsibilities . In large companies, many vice presidents will have the title of General Manager when they have the full set of responsibility for the function in that particular area of the business and are often titled vice president and General Manager . </P> <P> In technology companies, General Manager s are often given to the product manager . In consumer products companies, General Manager s are often given the title brand manager or category manager . In professional services firms, the General Manager may hold titles such as managing partner, senior partner, or managing director . </P>

What's the difference between manager and general manager