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Publication
O plano de marketing: Um estudo discursivo
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Advisor(s)
Abstract(s)
O artigo tem como propósito contribuir com a discussão sobre a relevância do plano de
marketing no contexto das atividades de marketing. O trabalho foi estruturado sob a modalidade de
ensaio, e compõe-se de uma revisão do referencial teórico, mediante uma análise conceitual crítica de
alguns aspectos pertinentes ao assunto. O tema é tratado sob uma perspectiva de um sistema hierárquico
de decisões, pondo-se em destaque o marketing como uma função da troca e o papel do marketing
no direcionamento da gestão estratégica. É estudada, ainda, a importância do plano de marketing e
principais equívocos. O trabalho conclui com a afirmação de que o plano de marketing não é uma
solução para todos os problemas de uma empresa. Entretanto, ele auxilia na antecipação dos estados
futuros desejados, direcionando o caminho a ser trilhado. É sobre tudo, um instrumento facilitador,
integrador e “potencializador” das estratégias empresariais, em cenários competitivos caracterizados
por crescente complexidade, volatilidade e incerteza.
The paper has as intention to contribute with the quarrel on the relevance of the marketing planning in the context of the activities of marketing. The paper was structuralized under the assay modality, and is composed in a revision of the theoretical referential, by means of a critical conceptual analysis of some pertinent aspects to the subject. The subject is dealt by under a perspective to a hierarchic system decisions, setting in prominence the marketing as a function of the exchange and the marketing function in the aiming of the strategically management. It is studied, still, the importance of the marketing plan and main mistakes. The paper concludes that the marketing plan is not a solution for all the problems of a company. However, it assists in the anticipation of the desired future states, directing the way to be trod. He is on everything, an instrument, and integrator of the enterprise strategies, in competitive scenes characterized by increasing complexity, volatileness and uncertainty.
The paper has as intention to contribute with the quarrel on the relevance of the marketing planning in the context of the activities of marketing. The paper was structuralized under the assay modality, and is composed in a revision of the theoretical referential, by means of a critical conceptual analysis of some pertinent aspects to the subject. The subject is dealt by under a perspective to a hierarchic system decisions, setting in prominence the marketing as a function of the exchange and the marketing function in the aiming of the strategically management. It is studied, still, the importance of the marketing plan and main mistakes. The paper concludes that the marketing plan is not a solution for all the problems of a company. However, it assists in the anticipation of the desired future states, directing the way to be trod. He is on everything, an instrument, and integrator of the enterprise strategies, in competitive scenes characterized by increasing complexity, volatileness and uncertainty.
Description
Keywords
Marketing Plano de marketing Troca Marketing planning Exchange
Citation
Comportamento Organizacional e Gestão, 13, 285-300
Publisher
Instituto Superior de Psicologia Aplicada