STRATEGIC MARKETING PLANNING IN THE PRESENT-DAY ORGANIZATION
STRATEGIC MARKETING PLANNING IN THE PRESENT-DAY ORGANIZATION
Author(s): Dilyana YanevaSubject(s): Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising
Published by: ЮГОЗАПАДЕН УНИВЕРСИТЕТ »НЕОФИТ РИЛСКИ«
Keywords: strategic planning;marketing planning; strategic marketing planning; organization;development;
Summary/Abstract: Looking for business sustainability in conditions of uncertainty, organizations must pay serious attention to strategic marketing planning. Achieving the strategic goals of the company is closely related to the adaptation to the dynamic market conditions. This necessitates an in-depth study of the specifics of the process including analysis and evaluation of the marketing environment factors, mission formulation, general and marketing goals setting, segmentation, market selection, positioning, development, selection, implementation and control of marketing strategies.
Journal: Предприемачество
- Issue Year: 8/2020
- Issue No: 2
- Page Range: 197-205
- Page Count: 9
- Language: English