Jovanov, Tamara (2013) Formal Marketing Planning in Small and Medium-Sized Enterprises vs. Large Companies and its Impact on Performance: The Case of Macedonia. Balkan Social Science Review, 1 (1). pp. 261-274. ISSN 1857- 8772
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Abstract
Numerous theories and practices show that with strategic planning, enterprises can resolve many problems and barriers that arise in their work, as well as lay the foundation for innovation in the market. Yet practice indicates that strategic planning, especially strategic marketing planning is not always the rule, particularly in small and medium sized enterprises (SMEs). Despite of the numerous examples that affirm the importance of marketing planning, this paper does not claim that the operation and survival of an enterprise are impossible in the absence of marketing planning. Rather, it provides evidence that marketing planning is positively related to and largely determines the success of the business performance of companies that offer consumer products and work in a highly competitive environment. In addition, the analysis is aimed at challenging and rejecting the hypothesis that arises from the research "Profitability of enterprises doesn’t depend on the continued preparation of a written marketing plan", given that the analyzed literature suggests that a logical output of formal planning should be practice of continuous preparation of a written plan.
| Item Type: | Article |
|---|---|
| Additional Information: | Indexed in Scopus, EBSCO and Index Copernicus |
| Subjects: | Social Sciences > Economics and business |
| Divisions: | Faculty of Economics |
| Depositing User: | Tamara Jovanov |
| Date Deposited: | 01 Jul 2013 14:04 |
| Last Modified: | 19 Mar 2021 09:44 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/6740 |
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