Marketing plan as a tool in marketing management process
Journal Title: Nowoczesne systemy zarządzania - Year 2014, Vol 9, Issue 1
Abstract
Marketing ought to be perceived as an indispensable company’s activity element integrating all the management levels, departments, positions. Every company should seek such a way of creating marketing policy which would take into consideration prospective changes in dynamic and complex surroundings by indicating objectives, means and ways of its realisation. Planning and realizing a company activity, which take into account the marketing system elements independent of the company, is an extremely difficult process. Acting in dynamically changing market surroundings, companies are forced to update plans and proceeding verification in order to neutralize or avoid dangers and to capture opportunities. Planning and creating good competitive strategies is a vital step on the way towards the realization of the mission and the achievement of company targets, which is further followed by reaching success.
Authors and Affiliations
Alicja KRZEPICKA
Keywords
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- EP ID EP63365
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