Strategic Marketing Plan: Proposal for a Theoretical Analysis
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12550 |
Resumo: | 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 inserted |
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REMark - Revista Brasileira de Marketing |
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Strategic Marketing Plan: Proposal for a Theoretical AnalysisPlano Estratégico de Marketing: Proposta de uma Análise TeóricaMarketing; Marketing Plan; Strategy.Marketing; Plano de Marketing; Estratégia.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 insertedA importncia do Plano de Marketing para a gesto estratgica de empresas tem sido tema de debates acadmicos. De forma sucinta, o plano pode ser considerado como um documento formal estruturado, no qual os objetivos de marketing organizacionais esto claramente descritos e as estratgias para alcan-los, assim como o oramento das atividades que envolvem a gesto do composto de marketing (produto, preo, praa/ distribuio e promoo), analisados sob o ponto de vista do ambiente de marketing ou variveis incontrolveis (PEST poltico-legal, econmico, social e tecnolgico). O presente artigo prope a elaborao de um ensaio terico acerca do tema plano estratgico de marketing, embasado em pesquisas na literatura acadmica existente, visando contribuir para o conhecimento neste campo de estudo. Foram realizadas pesquisas bibliogrficas e levantamento do referencial terico sobre Plano de Marketing para o desenvolvimento do presente estudo. Como resultado principal, considera-se relevante mencionar a grande importncia do plano de marketing como ferramenta para direcionar as estratgias mercadolgicas inseridas no planejamento corporativo. Cada plano apresentado apresenta suas particularidades e semelhanas. DOI: 10.5585/remark.v10i2.2188Universidade Nove de Julho - Uninove2011-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1255010.5585/remark.v10i2.2188ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 163-1872177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12550/6104Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLima, Gustavo BarbieriCarvalho, Dirceu Tornavoi de2019-06-21T14:44:04Zoai:https://periodicos.uninove.br:article/12550Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:44:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Strategic Marketing Plan: Proposal for a Theoretical Analysis Plano Estratégico de Marketing: Proposta de uma Análise Teórica |
title |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
spellingShingle |
Strategic Marketing Plan: Proposal for a Theoretical Analysis Lima, Gustavo Barbieri Marketing; Marketing Plan; Strategy. Marketing; Plano de Marketing; Estratégia. |
title_short |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
title_full |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
title_fullStr |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
title_full_unstemmed |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
title_sort |
Strategic Marketing Plan: Proposal for a Theoretical Analysis |
author |
Lima, Gustavo Barbieri |
author_facet |
Lima, Gustavo Barbieri Carvalho, Dirceu Tornavoi de |
author_role |
author |
author2 |
Carvalho, Dirceu Tornavoi de |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Lima, Gustavo Barbieri Carvalho, Dirceu Tornavoi de |
dc.subject.por.fl_str_mv |
Marketing; Marketing Plan; Strategy. Marketing; Plano de Marketing; Estratégia. |
topic |
Marketing; Marketing Plan; Strategy. Marketing; Plano de Marketing; Estratégia. |
description |
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 inserted |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12550 10.5585/remark.v10i2.2188 |
url |
https://periodicos.uninove.br/remark/article/view/12550 |
identifier_str_mv |
10.5585/remark.v10i2.2188 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12550/6104 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 163-187 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640414113792 |