Dilyana Yaneva


Looking for business sustainability in conditions of uncertainty, organizations must pay serious attention to strategic marketing planning. Achieving the strategic goals of the company is closely related to the adaptation to the dynamic market conditions. This necessitates an in-depth study of the specifics of the process including analysis and evaluation of the marketing environment factors, mission formulation, general and marketing goals setting, segmentation, market selection, positioning, development, selection, implementation and control of marketing strategies.



strategic planning, marketing planning, strategic marketing planning, organization, development


JEL Codes: М10, М30, М31



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To cite this article: YANEVA, D., (2020). Strategic marketing planning in the present-day organization. Entrepreneurship, 8 (2), 183-204 DOI: 10.37708/ep.swu.v8i2.16