PLANIFICACIÓN: DILEMA O SOLUCIÓN PARA EL MARKETING COMPETITIVO
DOI:
https://doi.org/10.24883/IberoamericanIC.v7i2.225Keywords:
Marketing, Planificación, Plan de Marketing, Management, Marketing planAbstract
El presente estudio tiene por objetivo promover un análisis reflexivo acerca de la acción de planear en el ámbito de Marketing. El trabajo fue estructurado sobre la modalidad de ensayo y presenta el curso teórico de aspectos inherentes a Marketing y a la Planificación de Marketing. La intención de este artículo es propiciar insights críticos al respecto de la necesidad de planificar las actividades de marketing. Por ello, el documento está organizado a partir de una introducción que contextualiza el tema, acompañada de los procesos metodológicos adoptados y subsiguientemente el aporte teórico y el análisis crítico. Al final son colocadas las consideraciones finales.Downloads
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