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Marketing planning process – reflection on the complex of activities that affect all aspects of business life

Author

Listed:
  • Helena Horáková

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

  • Marie Švarcová

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

  • Lukáš Volf

    (University of South Bohemia in České Budějovice, České Budějovice, Czech Republic)

Abstract

Marketing planning is a critical business issue, a prerequisite for its successful future. Aforementioned applies to established organizations that take part in market operations for an extended or long time, but also for new entrants to the market. Careful planning allows companies to present themselves in the supply market that many competitors may not face. It can not be managed out that a company without a proper planning will be successful (but mostly only for a short time), but with high-quality planning, the success will be higher and longer. The paper deals with the marketing planning process as a complex of business activities.

Suggested Citation

  • Helena Horáková & Marie Švarcová & Lukáš Volf, 2017. "Marketing planning process – reflection on the complex of activities that affect all aspects of business life," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(2), pages 43-53.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:2:p:43-53
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    More about this item

    Keywords

    marketing management; marketing planning; marketing plan; situational analysis; marketing objectives; marketing strategies; presentation of marketing plans; revision of marketing plans;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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