Marketingo strateginis planavimas: požiūris Europoje ir Amerikoje

Abstract

Marketing strategy is one of the most important issues for the company seeking its goals in the market, therefore to ensure effective marketing strategy a consistent marketing strategic planning ios needed. The scientific literature reveals two different options in strategic marketing planning: American and European. European option charactcrizes the marketing strategic planning as definition of the goals, situation analysis and marketing strategy development, however American option maintains that strategic marketing planning should start with situation analysis, then continue with definition goals and end with marketing strategy development. Therefore, in conclusion we can say that European scientists believe that company should base its strategic marketing planning on it main aim, however American scientists hold an opinion that effective marketing strategic planning should he focused on the environmental changes.