The process and problems in creation of a marketing plan

Authors

  • Перица Мацура Faculty of Economics, University of Banja Luka

Keywords:

marketing management, marketing plan, creation of marketing plan, problems, processes.

Abstract

Creation of usable marketing plan is always an actual problem. Having in mind that marketing planning is a foundation for future directing of marketing activities of organization, primarily the process of marketing management was discussed and, within that, the position of marketing plan was pointed out. Different types of marketing planes were presented, which are used in marketing activities management. The main part of the paper is related to the process of marketing plan creation, pointing out its structure (by phases) and its complexity. A process is observed from different aspects, which allow evaluation of its dimensions, as well as manifestation of individual problems (informational, methodological, organizational, personnel and temporal character), that occur during its implementation. All these problems, together, make the integral problem of marketing plan creation. This problem has been identifed and observed in context of adequacy, i.e. justifcation, by which we wanted to point out the existence of possibilities for effectiveness and effciency improvement in the marketing management process. Adequately, under the improvement we did not see only the promotion of enterprise’s business, but also the effects it had to better satisfaction of customers’ needs and wishes.

References

Berkowitz, Eric N. et al., Marketing, Irwin/McGraw-Hill, ffth edition, 1997.

Cravens, David W., Strategic Marketing, Irwin/McGraw-Hill, ffth edition, 1997.

Dibb, Sally et al., Маркетинг, МАТЕ, Загреб, 1995.

Галогажа, Милан, Принципи маркетинга, књига 2., Copyright by Milan Galogaza, Нови Сад, 1998.

Kotler, Philip, Управљање маркетингом: анализа, планирање, примјена и контрола, Информатор, Загреб, друго издање, 1999.

Машић, Бранислав и Лончаревић, Ранко, Менаџмент – школе и нови приступи, Економски факултет Бања Лука, 2000.

Милисављевић, Момчило, Маркетинг, Савремена администрација, Београд, 1996.

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Published

2021-05-08

Issue

Section

Preliminary Annoucement

How to Cite

The process and problems in creation of a marketing plan. (2021). Acta Economica, 6(9), 55-69. https://ae.ef.unibl.org/index.php/ae/article/view/359

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