STRATEGIC MARKETING PLANNING IN THE PRESENT-DAY ORGANIZATION

Dilyana Yaneva ()
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Dilyana Yaneva: South-West University “Neofit Rilski”, Blagoevgrad, Faculty of Economics

Entrepreneurship, 2020, vol. 8, issue 2, 197-205

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.

Keywords: strategic planning; marketing planning; strategic marketing planning; organization; development (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:neo:epjour:v:8:y:2020:i:2:p:197-205

DOI: 10.37708/ep.swu.v8i2.16

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