Theoretical aspects of strategic marketing planning in modern companies

Authors

E. N. Alexandrova
Kuban State University, Russian Federation
A. A. Tashu
Kuban State University, Russian Federation

Abstract

The article discusses issues related to the problems of strategic marketing planning as a modern management tool for a company in the post-crisis period. Special attention is paid to the most typical factors of unsuccessful implementation cases of strategic planning procedures in the marketing activities of domestic and foreign companies.

Keywords

modern management tools, strategic marketing planning

Authors Info

E. N. Alexandrova

PhD in Economics, Associate Professor of the International Economics and Management Department at Kuban State University

Email: al-helen@mail.ru

A. A. Tashu

Undergraduate, Department of World Economics and Management at Kuban State University

Email: forever-asuta01@mail.ru

References

  1. Маслова Т.Д., Трушникова И.О. Стратегическое планирование маркетинга / под ред. Г.Л. Багиева. СПб., 2012.
  2. Минцберг Г., Альстрэнд Б., Лэмпел А. Школы стратегий. СПб., 2001.
  3. Шкардун В.Д. Стратегическое планирование деятельности предприятия на основе методологии маркетинга: автореф. дис. … д-ра экон. наук. М., 2009.
  4. Макшанов С. Стратегическое управление в условиях изменений. Предотвращение организационных кризисов. URL: http://www.training.com.ua.
  5. Bain & Company. URL: http://www.bain.com.
  6. Bain & Company. Management Tools 2011: An Executive’s Guide. URL: http://www.bain.com.

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Article Details

Issue

2014 · No. 1 (33)

Section

Marketing

Publication History

Published 2014-03-15

How to Cite

[1]
Alexandrova E.N., Tashu A.A. Theoretical aspects of strategic marketing planning in modern companies // Economics: Theory and Practice. 2014. No 1 (33). С. 55–58. URL: https://etip.kubsu.ru/article/view/148

License

Copyright (c) 2014 E. N. Alexandrova, A. A. Tashu

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.