TOLEDO, Luciano Augusto; PRADO, Karen Perrotta Lopes de Almeida    PETRAGLIA, José. O plano de marketing: Um estudo discursivo. []. , 13, 2, pp.285-300. ISSN 0872-9662.

The paper has as intention to contribute with the quarrel on the relevance of the marketing planning in the context of the activities of marketing. The paper was structuralized under the assay modality, and is composed in a revision of the theoretical referential, by means of a critical conceptual analysis of some pertinent aspects to the subject. The subject is dealt by under a perspective to a hierarchic system decisions, setting in prominence the marketing as a function of the exchange and the marketing function in the aiming of the strategically management. It is studied, still, the importance of the marketing plan and main mistakes. The paper concludes that the marketing plan is not a solution for all the problems of a company. However, it assists in the anticipation of the desired future states, directing the way to be trod. He is on everything, an instrument, and integrator of the enterprise strategies, in competitive scenes characterized by increasing complexity, volatileness and uncertainty.

: Marketing; marketing planning; exchange.

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