Browsing by Author "Martínez Lobatón, Jorge"

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    El plan de marketing: 1. Proceso estratégico y de marketing
    (Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2023-06) Martínez Lobatón, Jorge
    Humanity has evolved because it has learned from the successes and mistakes of the previous generation. That learning is essential for individuals and organizations if you want to improve, and is based on analyzing what was done previously before moving forward. With that learning in mind, management functions, as well as the stages of the strategic process, can be tightly summarized into three: strategy planning, strategy implementation, and strategy evaluation and control. The planning of the strategy consists of several elements, which could be summarized of analysis, diagnosis, strategic objectives and internal and external strategies. One of the external strategies is marketing, which must be determined following a process similar to the planning of the overall strategy. Strategic marketing planning also includes, after the establishment of marketing strategies, the definition of marketing operations and the evaluation of financial projections. This academic note deals with the stages and elements of the process and strategic planning of marketing, and closes with the definition of the marketing plan, a document in which strategic marketing planning is reflected.
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    El plan de marketing: 2. Introducción
    (Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2024-06) Martínez Lobatón, Jorge
    Esta nota académica es la segunda de una serie que responde a la pregunta: ¿Qué es el plan de marketing? La nota académica anterior brindó el plan estratégico como marco del plan de marketing. La presente se refiere a la introducción al plan de marketing. Comprende la importancia del plan; algunas indicaciones para su construcción, como las personas involucradas, la profundidad del plan y el horizonte temporal del mismo; y el esquema general del plan de marketing con sus cinco etapas, que se desarrollarán con mayor amplitud en las siguientes entregas de notas académicas.