Strategic Marketing Plan: Proposal for a Theoretical Analysis
DOI:
https://doi.org/10.5585/remark.v10i2.2188Keywords:
Marketing, Marketing Plan, Strategy.Abstract
The importance of the Marketing Plan for the strategic management of enterprises has been the center of academic debates. The plan can be considered as a formal and organized document, in which the objectives of organizational marketing are clearly described as well as the strategies to achieve them. Included in the plan is the budget of activities that involve the marketing mix (product, price, place/ distribution and promotion) management analyzed under the point-of-view of the marketing environment (PEST – political-legal, economic, social e technological). This article proposes to elaborate an academic literature review regarding strategic marketing plan, based on the literature about this subject, intending to contribute to the knowledge in this field of study and to analyze comparatively the models of marketing plan studied. A bibliographic review about Marketing Plan to develop this study was conducted. It is considered relevant to mention the importance of the marketing plan as a tool to direct the marketing strategies of enterprises insertedDownloads
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Published
2011-12-06
How to Cite
Lima, G. B., & Carvalho, D. T. de. (2011). Strategic Marketing Plan: Proposal for a Theoretical Analysis. ReMark - Revista Brasileira De Marketing, 10(2), 163–187. https://doi.org/10.5585/remark.v10i2.2188
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