Essence and Characteristics of Marketing Planning

Emil Hristov
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Emil Hristov: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2011, issue 1, 140-153

Abstract: Firstly, the article presents some of the more popular definitions of marketing planning, given by various authors. Later on, the article reveals various marketing plan definitions given by famous scholars and practitioners in this sphere. s. Finally, the article describes in detail the characteristics of strategic and operational marketing planning, the interrelations between them and the reasons why practitioners dealing with marketing planning must be familiar with the specifics of these two types of planning and be able to make clear differentiation between them.

Keywords: Marketing Planning; strategic and operational marketing planning (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iisabg:y:2011:i:1:p:140-153

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