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The Role And Importance Of The Strategic Planning In Bank Marketing

Author

Listed:
  • PISTOL , Gheorghe

    (Faculty of Finance and Banks, Bucharest Spiru Haret University)

Abstract

The paper aims to highlight the strategic planning role and place in bank marketing, define the concepts of strategic planning and marketing planning and the tactical planning, marketing plan and marketing program. In this context, the author emphasize the strategic marketing planning process and its implementation stages (defining the specific mission, environmental analysis, formulation of objectives, strategies, action plans and programs, implementation, testing, overhaul and performance evaluation). Also, are reviewed organizational and decision levels specific for the strategic planning, higher organizational level, strategic unit level and operational level and the criteria considered in formulating objectives: acceptability, flexibility, motivating character, clarity, feasibility and compatibility.

Suggested Citation

  • PISTOL , Gheorghe, 2010. "The Role And Importance Of The Strategic Planning In Bank Marketing," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(2), pages 153-161.
    • Handle: RePEc:ris:sphecs:0055
    as

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    File URL: http://www.manecognitiva.ro/jurnals/spiru-haret-economics/2010/vol1/issue2/pistol-gheorghe.pdf
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    More about this item

    Keywords

    marketing plan; marketing planning; strategic planning; tactical planning; marketing program; higher organizational level; unit level strategic; operational level;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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