Theoretical and Applied Economics
No. 11 / 2008 (528)
Productivity and Performance through Marketing Planning
Cristian Morozan
„Constantin Brancoveanu” University, Pitesti
Abstract. In the marketing area, planning might be defined as an anticipation process of those changes that affect the market and as an elaboration process of the corresponding action means. It will result in a marketing plan, which might be tactical (short-term period), spread on a period of time that might vary from six months to one year, or a strategic (long-term), spread on a period of time of three to ten years. Planning means building action programs in which the objectives, the set financing method or the steps of achieving it should be clearly defined. Marketing planning also proves to be important for its liaison between what the company can offer and the consumers’ needs and expectations.
Contents
Towards a Comprehensive Policy on Entrepreneurship Education in the European Higher Education
The Labour Mobility in the European Union: Economic and Social Determinants
The Impact of Trades on Daily Volatility: an Empirical Study for Romanian Financial Investments Funds
The Impossibility of a Paretian Libertarian: a Solution through the Imposition of a Rationality Condition on Individual Preferences on Conjunct Alternatives
Application of Discriminant Analysis on Romanian Insurance Market
Environment Protection and Implementation of its Policies in Romania
An Analysis of the Romanian General Accounting Plan. Opportunities for Adaptation to the Activity-Based Costing (ABC) Method
Productivity and Performance through Marketing Planning