Biblioteca Digital de VanguardiaThe Impact of Strategic Planning on Marketing Performance: a critical review
The changing environment in which organizations are immersed today, leads them to make informed strategic decisions, which is why marketing managers need to constantly practice the formalization, implementation and evaluation of strategic marketing plans. Previous literature supports the importance...
| Autores principales: | , , |
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
EFIM Ediciones
2021
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| Acceso en línea: | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/93 |
| _version_ | 1782333995235672064 |
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| author | Ruiz-Andrade, José G. Solís-Palafox, Claudia L. López-Luna, Norma A. |
| author_facet | Ruiz-Andrade, José G. Solís-Palafox, Claudia L. López-Luna, Norma A. |
| author_sort | Ruiz-Andrade, José G. |
| collection | Revista |
| description | The changing environment in which organizations are immersed today, leads them to make informed strategic decisions, which is why marketing managers need to constantly practice the formalization, implementation and evaluation of strategic marketing plans. Previous literature supports the importance of this planning in the results of organizations, however there are some barriers that have to do with culture and policies, for example, confidence in planning and its results, resistance to change and cognitive barriers that have to do with lack of knowledge, skills and innovation. This is why a critical approach to the incidence of strategic planning on marketing performance is planned through a literature review. The results point out that the relationship between strategic marketing planning and the impact it generates within companies when put into practice has positive results in performance; however, a high level of knowledge of the environment is required for planning to be effective with respect to results. |
| format | Revistas |
| id | anfibios-article-93 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2021 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-932021-12-24T09:57:26Z The Impact of Strategic Planning on Marketing Performance: a critical review La incidencia de la Planificación estratégica en el desempeño del Marketing: Una revisión crítica Ruiz-Andrade, José G. Solís-Palafox, Claudia L. López-Luna, Norma A. The changing environment in which organizations are immersed today, leads them to make informed strategic decisions, which is why marketing managers need to constantly practice the formalization, implementation and evaluation of strategic marketing plans. Previous literature supports the importance of this planning in the results of organizations, however there are some barriers that have to do with culture and policies, for example, confidence in planning and its results, resistance to change and cognitive barriers that have to do with lack of knowledge, skills and innovation. This is why a critical approach to the incidence of strategic planning on marketing performance is planned through a literature review. The results point out that the relationship between strategic marketing planning and the impact it generates within companies when put into practice has positive results in performance; however, a high level of knowledge of the environment is required for planning to be effective with respect to results. El entorno cambiante en el que están inmersas las organizaciones en la actualidad, lleva a que estás tomen decisiones estratégicas bien fundamentadas, es por esto que los gerentes de marketing necesitan practicar de manera constante la formalización, implementación y evaluación de los planes estratégicos de marketing. La literatura previa sustenta la importancia de esta planificación en los resultados organizacionales, sin embargo, existen algunas barreras que tienen que ver con la cultura y las políticas, por ejemplo, la confianza en la planificación y sus resultados, la resistencia al cambio y la cognitiva que tienen que ver con la falta de conocimiento, habilidades e innovación. Es por esto que se planea un planteamiento crítico de la incidencia de la Planificación estratégica en el desempeño del marketing a través de una revisión de la literatura. Los resultados apuntan a que las relaciones entre la planeación estratégica del marketing y el impacto que genera dentro de las empresas al llevarlo a la práctica tiene resultados positivos en el desempeño, no obstante, se requiere de alto conocimiento del entorno para que la planificación sea efectiva respecto a los resultados. EFIM Ediciones 2021-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html http://www.revistaanfibios.org/ojs/index.php/afb/article/view/93 10.37979/afb.2021v4n2.93 Anfibios; Vol 4 No 2 (2021): July - December 2021; 36-44 Anfibios; v. 4 n. 2 (2021): Julio - Diciembre 2021; 36-44 Revista científica anfibios; Vol. 4 Núm. 2 (2021): Julio - Diciembre 2021; 36-44 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/93/109 http://www.revistaanfibios.org/ojs/index.php/afb/article/view/93/118 Derechos de autor 2021 Revista científica anfibios |
| spellingShingle | Ruiz-Andrade, José G. Solís-Palafox, Claudia L. López-Luna, Norma A. The Impact of Strategic Planning on Marketing Performance: a critical review |
| title | The Impact of Strategic Planning on Marketing Performance: a critical review |
| title_full | The Impact of Strategic Planning on Marketing Performance: a critical review |
| title_fullStr | The Impact of Strategic Planning on Marketing Performance: a critical review |
| title_full_unstemmed | The Impact of Strategic Planning on Marketing Performance: a critical review |
| title_short | The Impact of Strategic Planning on Marketing Performance: a critical review |
| title_sort | impact of strategic planning on marketing performance: a critical review |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/93 |