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Productivity and Performance through Marketing Planning

Author

Listed:
  • Elena Enache

    („Constantin Brancoveanu” University, Pitesti)

  • Cristian Morozan

    („Constantin Brancoveanu” University, Pitesti)

Abstract

In the marketing area, planning might be defined as an anticipation process of those changes that affect the market and as an elaboration process of the corresponding action means. It will result in a marketing plan, which might be tactical (short-term period), spread on a period of time that might vary from six months to one year, or a strategic (long-term), spread on a period of time of three to ten years. Planning means building action programs in which the objectives, the set financing method or the steps of achieving it should be clearly defined. Marketing planning also proves to be important for its liaison between what the company can offer and the consumers’ needs and expectations.

Suggested Citation

  • Elena Enache & Cristian Morozan, 2008. "Productivity and Performance through Marketing Planning," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 11(11(528)), pages 79-90, November.
    • Handle: RePEc:agr:journl:v:11(528):y:2008:i:11(528):p:79-90
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