SITUATIONAL APPROACH IN MARKETING PLANNING

Efimova D.M. ()
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Efimova D.M.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2016, vol. 2

Abstract: In the article discusses the basic principles of the situational approach to the management of the company, and its comparison with earlier approaches. Also the algorithm to conduct a situation analysis with detailed consideration of the stage of situation analysis and key indicators that are used in marketing planning are considered

Keywords: situational approach; situational analysis; an algorithm for situation analysis; marketing planning. (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2016
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