ORGANIZATIONAL STRUCTURES WITHIN THE SCOPE OF STRATEGIC MARKETING PLANNING: A DISCURSIVE STUDY

Autores

  • Luciano Augusto Toledo Universidade Presbiteriana Mackenzie
  • Guilherme de Farias Shiraishi Universidade Presbiteriana Mackenzie

DOI:

https://doi.org/10.21714/1984-6975FACES2010V9N2ART185

Resumo

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.

Biografia do Autor

Luciano Augusto Toledo, Universidade Presbiteriana Mackenzie

Guilherme de Farias Shiraishi, Universidade Presbiteriana Mackenzie

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Publicado

30/06/10

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