Organizational structures within the scope of strategic marketing planning: a discursive study

Autores/as

  • Luciano Augusto Toledo

DOI:

https://doi.org/10.5902/198346591549

Resumen

The present article proposes to analyze marketing planning within the context of innovative organizational structures. The work has been structured as an essay, and is comprised of a review of the theoretical reference, set against a conceptual critical analysis of a few aspects pertinent to the theme. Issues around the difference among the several strategic levels, such as the formulation of corporate strategies, competitive and structural. Additionally, marketing planning activities were situated in companies’ structural hierarchizing. Lastly, a reflection is conducted, raising issues adjacent to marketing planning, strategies, and innovative organizational structures.

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Publicado

2010-07-24

Cómo citar

Toledo, L. A. (2010). Organizational structures within the scope of strategic marketing planning: a discursive study. Revista De Administração Da UFSM, 2(2), 180–196. https://doi.org/10.5902/198346591549

Número

Vol. 2 Núm. 2 (2009): Mai-Ago

Sección

Articles

Licencia

Hasta 2023, los derechos de autor fueron transferidos por los autores a ReA/UFSM. A partir de 2024, los autores de artículos publicados por ReA/UFSM conservan los derechos de autor de sus obras.
La revista adopta la licencia Creative Commons (CC-BY 4.0), que permite reutilizar y distribuir los artículos sin restricciones, siempre que se cite adecuadamente el trabajo original.