Evaluation of Level of Knowledge and use of Marketing Planning for Professionals Area

Authors

  • Graziela Oste Graziano UNIMEP - UNIVERSIDADE METODISTA DE PIRACICABA
  • Paulo Bareli UNIMEP - UNIVERSIDADE METODISTA DE PIRACICABA
  • Valéria Rueda Elias Spers UNIMEP - UNIVERSIDADE METODISTA DE PIRACICABA
  • Yeda Cirera Oswaldo UNIMEP - UNIVERSIDADE METODISTA DE PIRACICABA

DOI:

https://doi.org/10.5585/remark.v12i2.2303

Keywords:

Marketing, Marketing Process, Marketing Plan

Abstract

This is an exploratory research study aimed at assessing the level of knowledge and use of marketing planning by marketing professionals. In the first stage of the research, we developed and clarified the concepts related to the theoretical study of the process of marketing planning. Then, we applied a questionnaire with open and closed questions to professionals in marketing. The results of the study present an analysis of the level of professional knowledge about what makes up a marketing plan and what degree of importance professionals attach to different phases (components) of the marketing plan.

DOI: 10.5585/remark.v12i2.2303

 

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Author Biography

Graziela Oste Graziano, UNIMEP - UNIVERSIDADE METODISTA DE PIRACICABA

Mestre em Administração pela Universidade Metodista de Piracicaba - UNIMEP; Doutoranda pelo Programa de Mestrado e Doutorado em Administração da Universidade Nove de Julho - UNINOVE; Professora da Faculdade de Ciências Administrativas e Contábeis Santa Lúcia - FCACSL.

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Published

2013-08-30

How to Cite

Graziano, G. O., Bareli, P., Elias Spers, V. R., & Oswaldo, Y. C. (2013). Evaluation of Level of Knowledge and use of Marketing Planning for Professionals Area. ReMark - Revista Brasileira De Marketing, 12(2), 70–86. https://doi.org/10.5585/remark.v12i2.2303

Issue

Vol. 12 No. 2 (2013): April - June

Section

Articles