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Organization Of Development Of Marketing Plans

Author

Listed:
  • Rudkovskaya I.

    (Plekhanov Russian University of Economics)

Abstract

The article presents a study of the problems of organizing the development of a marketing plan. The study was conducted using a formalized interview method among marketing Department managers. The research is based on a comparison of the company's marketing plan development processes with the process proposed by J.J. Lambin. The study allowed us to identify the main problems in organizing the development of a marketing plan at each of its stages, as well as to identify the key causes of these problems.

Suggested Citation

  • Rudkovskaya I., 2020. "Organization Of Development Of Marketing Plans," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    • Handle: RePEc:mmb:journl:8
    as

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    File URL: http://www.marketing-mba.ru/article/v3_8_2020/Rudkovskaya.pdf
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    Keywords

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    JEL classification:

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

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