La importancia del Plan de Mercadotecnia en las Empresas Internacionales
DOI:
https://doi.org/10.29105/vtga4.1-879Keywords:
mercadotecnia, plan, organización, documento, estrategiaAbstract
The marketing plan is an essential tool nowdays, because it helps as a guide in which all those are involved in the organization un- understand the objectives that are intended, how can be done to reach, which will be used, the schedule of marketing activities that are going to be implement and control and monitoring methods that are used to make the necessary adjustments. According to the American Marketing Association (AMA), the marketing plan is a document composed of an analysis of the actual marketing situation, the analysis of the opportunities and threats, the marketing objectives, the marketing strategy, the action programs and the projected income (the projected State of profit and loss).
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