Andreea Mihaela Barbu () (School of Marketing, Academy of Economic Studies) Iuliana Cetina () (School of Marketing, Academy of Economic Studies) Florin Tudor Ionescu () (School of Marketing, Academy of Economic Studies)
Abstract
Aceasta lucrare isi propune sa prezinte pe de o parte factorii ce asigura implementarea cu succces a planificarii, dar si modelul multidimensional al acesteia, cu cele trei laturi: analitica, comportamentala si organizationala. De asemenea, sunt dezvoltate sectiunile planului strategic, si anume: directia strategica sau declaratia de misiune; obiectivele, strategiile de crestere si portofoliul de afaceri. Fiecare dintre acestea arata aportul gandirii strategice in domeniul planificarii de marketing. Prin urmare, pentru a atinge obiectivele de marketing, managerii trebuie sa creeze o directie strategica viabila, care conecteaza tendintele pietei cu nevoile si dorintele consumatorilor.
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Find related papers by JEL classification: M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General