METHODS OF USING A STRATEGIC SESSION AS A MARKETING PLANNING INSTRUMENT
نویسندگان
چکیده
منابع مشابه
Assessment of Strategic Marketing Planning
The planning of marketing activities is one of the main priority of the company . The main task of the author is based on literature review to apply the tool for evaluating marketing planning . On the one hand, this will reveal weaknesses in marketing planning. On the other hand will enable search of additional resources to improve the company's activities. After research and analysis of the da...
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Marketing literature shows that the main sequences of strategic marketing planning and control processes do not have a strong network approach, since these sequences consider the company in a more individual approach. This article presents a new sequence of steps, which was applied as a Strategic Marketing Planning and Control framework in three companies and incrementally adjusted over a perio...
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In order to explore the complexities of developing a strategic marketing plan, this article is written in three parts. The first describes the strategic marketing planning process itself and the key steps within it. It also deals with implementation issues and barriers to marketing planning. The second part provides guidelines for the marketer which will ensure that the input to the marketing p...
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15 صفحه اولEvidence on the value of strategic planning in marketing: how much planning should a marketing planner plan?
What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face validity, however, are tests of const...
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ژورنال
عنوان ژورنال: Efektyvna ekonomika
سال: 2020
ISSN: 2307-2105
DOI: 10.32702/2307-2105-2020.1.84