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Essence and Characteristics of Marketing Planning

Author

Listed:
  • Emil Hristov

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

Firstly, the article presents some of the more popular definitions of marketing planning, given by various authors. Later on, the article reveals various marketing plan definitions given by famous scholars and practitioners in this sphere. s. Finally, the article describes in detail the characteristics of strategic and operational marketing planning, the interrelations between them and the reasons why practitioners dealing with marketing planning must be familiar with the specifics of these two types of planning and be able to make clear differentiation between them.

Suggested Citation

  • Emil Hristov, 2011. "Essence and Characteristics of Marketing Planning," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 140-153, Janyary.
    • Handle: RePEc:nwe:iisabg:y:2011:i:1:p:140-153
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    More about this item

    Keywords

    Marketing Planning; strategic and operational marketing planning;

    JEL classification:

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

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