Planowanie marketingu międzynarodowego

• Autorzy: Przemysław Skulski

Warianty tytułu

International Marketing Planning

• Języki publikacji: PL

Abstrakty

Przedstawiono korzyści planowania międzynarodowego oraz rozwój planowania międzynarodowego. Omówiono problemy związane z planowaniem międzynarodowym.

EN

The procedure of preparation of an international marketing strategy includes three stages: analysis, formulation and implementation. The strategy formulation stage involves activities designed to plan marketing operations, prepare control procedures, find the optimal organizational structures and to select the method of operation on foreign markets. The planning of marketing operations is crucial for the formulation of an effective strategy. At this stage the marketing strategy for operation on foreign markets is developed, and it is to be later implemented during the realization stage. When planning, a company should consider a number of factors, including but not limited to an analysis of the international environment, the behaviour of customers and development of local markets. Because of the substantial complexity and diversity of local markets, the planning of international marketing proves to be highly problematic for companies. In order for the planning process to be effective, it must become part of the corporate culture and be followed routinely. It requires a constant improvement on the part of managers so that they are able to utilize the acquired information to analyse the situation and create strategic and tactic alternatives. Due to a greater commitment in the planning process, the employees are better motivated to overcome any difficulties which may be encountered during the implementation of the strategy. To achieve these objectives, the planning process must be realized according to the adopted procedure, which should guarantee the possibility of identification of all problems and arising opportunities, and to ensure correlation of the marketing plans of the organizational units of the entity with the company global plan of operation. The marketing plan should include an analysis of current achievements and a forecast of the future situation, should take into consideration potential changes in the surrounding, the company's potential and the expectations of the shareholders. It is also important to establish general objectives of the company and the objectives of particular strategic business units (SBU). It serves the purpose of optimal preparation of the company for the realization of the adopted strategy of action. (original abstract)

Słowa kluczowe

PL

Marketing międzynarodowy; Planowanie marketingowe; Plan marketingowy

EN

International marketing; Marketing planning; Marketing plan

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 2005
• Numer: nr 1066 Rozwój regionalny i globalny we współczesnej gospodarce światowej
• Strony: 350--360

Twórcy

autor

Przemysław Skulski

Bibliografia

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