THE PLAN OF MARKETING OF THE ENTERPRISE: ESSENCE, KINDS, APPROACHES TO WORKING OUT

Abstract

In article pressing question for the modern Belorussian enterprises – working out of the plan of marketing is considered. The marketing plan is the major document of the enterprise which becomes a basis of realization and coordination of all kinds of activity in the conditions of market economy. With a view of perfection of marketing activity and competitiveness increase, it is necessary for enterprises to carry out regularly planning of marketing activity taking into account factors of the external and internal environment. In this paper the author underlines necessity of scheduling of marketing, the review of existing definitions of the plan of marketing is resulted, classification of plans of marketing is in a complex presented, the basic approaches to marketing planning are revealed. In article the author offers recommendations for marketing scheduling.