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Title: Canvas marketing plan: How to structure a marketing plan with interactive value?
Authors: Magalhães, Miguel
D´Orey, Frederico
Pereira, Manuel
Cardoso, António
Cairrão, Álvaro
Figueiredo, Jorge
Keywords: Framework
Marketing Plan (JEL L30)
Issue Date: 3-Oct-2019
Publisher: IGI Global
Citation: Magalhães, M., Frederico D´Orey,, Pereira, M., Cardoso, A., Cairrão, A., & Figueiredo, J. (2020). Canvas marketing plan: How to structure a marketing plan with interactive value? In G. Jamil, F. Ribeiro, A. Malheiro da Silva, & S. Maravilhas Lopes (Eds.), Handbook of Research on Emerging Technologies for Effective Project Management (pp. 158-168). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-9993-7.ch009. Disponível no Repositório UPT,
Abstract: Canvas Market-ing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that will allow you to visualize the dynamics and interaction of the different stages of the marketing plan. According to Wetswood J. (1996) the marketing plan is a planning document that will allow to define and reach the sales goals for the products and services marketed by a company. While, for Kotler P. (2000) the marketing plan serves to prevent a company from being vulnerable to crises, because with this type of document can predict them. As well as, it allows to adapt the products and the services to the needs of the clients. Thus, "finding" the best position in relation to competitors. The objective of this article is to present a methodology of market-ing leading edge (Kotler P., Kartajaya H. and Setiawan I., Marketing 4.0, pp. 43, 2017), and that allows to align the marketing plan with a market highly connected, constantly changing, but also, online interaction versus offline interaction, thus facilitating marketer planning. Based on the conceptual model of the publication of the Business Model book by Osterwalder A. and Pigneur Y (2009), the Canvas Marke-ting Plan presents a summary map consisting of the "Value P's" of the marketing plan, what does the market offer?), the Value Proposition (what? and how to offer?) and Value Production (planning what to offer?), but does not in itself exclude the elaboration of the marketing plan. The canvas marketing model presented here is validated by one hundred and forty-six marketeers of seventeen distinct sectors of activity that allowed us to gauge the timeliness and usefulness of this Framework.
ISSN: 9781522599937
Appears in Collections:REMIT - Livros e Capítulos de Livros / Books and Book Chapters

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