ORGANIZATION OF DEVELOPMENT OF MARKETING PLANS

Rudkovskaya I. ()
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Rudkovskaya I.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2020, vol. 3

Abstract: The article presents a study of the problems of organizing the development of a marketing plan. The study was conducted using a formalized interview method among marketing Department managers. The research is based on a comparison of the company's marketing plan development processes with the process proposed by J.J. Lambin. The study allowed us to identify the main problems in organizing the development of a marketing plan at each of its stages, as well as to identify the key causes of these problems.

Keywords: marketing plan; marketing management; external environment analysis; internal environment analysis; marketing complex; marketing budget. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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