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He Strategic Marketing Plan- An Essential Tool For All Small And Medium Enterprises (Sme)

Author

Listed:
  • NEGRICEA, Costel
  • DUMITRU, Nicoleta
  • EDU, Tudor

Abstract

At present, due to the highly competitive environment and a more than ever demanding customer, the marketing approaches considered by the small and medium enterprises (SMEs) must be split into strategic and tactical tools. The first ones must outline the directions, objectives and paths necessary for a medium to long-term development, while the latter should focus on the instruments necessary to achieve the long-term objectives set within the framework established at the strategic level. Certainly, the most important tool at the strategic level is the Strategic marketing plan. In this paper our goal is to propose a detailed strategic marketing plan which can be used by any SME regardless the type and approached market.

Suggested Citation

  • NEGRICEA, Costel & DUMITRU, Nicoleta & EDU, Tudor, 2011. "He Strategic Marketing Plan- An Essential Tool For All Small And Medium Enterprises (Sme)," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 31-40, June.
  • Handle: RePEc:hmm:journl:v:1:y:2011:i:2:p:31-40
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/2/6.pdf
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    Cited by:

    1. Iliuță Costel Negricea & Tudor Edu, 2013. "Need For A Systematic Process Of Marketing Planning In Romanian Small And Medium Enterprises," Romanian Economic Business Review, Romanian-American University, vol. 8(2), pages 144-151, June.

    More about this item

    Keywords

    Strategic marketing; vision; segmentation; targeting; positioning;
    All these keywords.

    JEL classification:

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

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