Abordări moderne &icirc;n planificarea strategică de marketing

Melnic Igor; Golovco Vasile

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2024-12-03 18:57

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MELNIC, Igor, GOLOVCO, Vasile. Abordări moderne în planificarea strategică de marketing. In: 25 de ani de reformă economică în Republica Moldova: prin inovare şi competitivitate spre progres economic, 23-24 septembrie 2016, Chișinău. Chișinău, Republica Moldova: Departamentul Editorial-Poligrafic al ASEM, 2016, Vol.2, pp. 223-225. ISBN 978-9975-75-835-2.

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25 de ani de reformă economică în Republica Moldova: prin inovare şi competitivitate spre progres economic
Vol.2, 2016

Conferința "25 de ani de reformă economică în Republica Moldova: prin inovare şi competitivitate spre progres economic"
Chișinău, Moldova, 23-24 septembrie 2016

Abordări moderne în planificarea strategică de marketing

JEL: M31

Pag. 223-225

Melnic Igor, Golovco Vasile

Academia de Studii Economice din Moldova

Disponibil în IBN: 25 aprilie 2018

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Rezumat

Strategic marketing planning is a fundamental concept in today’s marketing and business, because it allows to find solutions to multiple challenges and opportunities that organization faces. But high degree of formalization of the traditional strategic planning process and planning documents made it difficult to effectively apply, especially at levels lower than top management. Academics and practitioners in the field have worked for more than thirty years on this problem, and as a result new concepts of postmodern and holistic marketing have been developed. The online marketing that appeared in a massive manner in the early 2000s practically revolutionized human life and activity. Its impact on strategic aspect of business and marketing is growing day by day and it seems to produce (together with postmodern and holistic marketing concepts) a set of very attractive solutions for marketing and business community.

Cuvinte-cheie
strategic marketing planning, marketing strategy, online marketing,

new marketing tendencies

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