文章基本信息

标题：Organizational structures within the scope of strategic marketing planning: a discursive study
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作者：Luciano Augusto Toledo
期刊名称：Revista de Administração da UFSM
印刷版ISSN：1983-4659
出版年度：2009
卷号：2
期号：2
页码：180-196
DOI：10.5902/198346591549
语种：Portuguese
出版社：Universidade Federal de Santa Maria
摘要：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.