Palabras clave
desempeño de marketing
estrategia
cliente
Cómo citar
Resumen
El entorno cambiante en el que están inmersas las organizaciones en la actualidad, lleva a que estás tomen decisiones estratégicas bien fundamentadas, es por esto que los gerentes de marketing necesitan practicar de manera constante la formalización, implementación y evaluación de los planes estratégicos de marketing. La literatura previa sustenta la importancia de esta planificación en los resultados organizacionales, sin embargo, existen algunas barreras que tienen que ver con la cultura y las políticas, por ejemplo, la confianza en la planificación y sus resultados, la resistencia al cambio y la cognitiva que tienen que ver con la falta de conocimiento, habilidades e innovación. Es por esto que se planea un planteamiento crítico de la incidencia de la Planificación estratégica en el desempeño del marketing a través de una revisión de la literatura. Los resultados apuntan a que las relaciones entre la planeación estratégica del marketing y el impacto que genera dentro de las empresas al llevarlo a la práctica tiene resultados positivos en el desempeño, no obstante, se requiere de alto conocimiento del entorno para que la planificación sea efectiva respecto a los resultados.
Citas
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