Strategic Marketing Plan: Proposal for a Theoretical Analysis

Detalhes bibliográficos
Autor(a) principal: Lima, Gustavo Barbieri
Data de Publicação: 2011
Outros Autores: Carvalho, Dirceu Tornavoi de
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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spelling 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
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