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espanolRESUMEN El presente articulo tiene como objetivo analizar la planeacion estrategica de marketing y su importancia en las empresas, cuyo alcance es mejorar los niveles competitivos y por ende generar mayores utilidades a traves de la aplicacion adecuada de la planeacion, estrategias de marketing, objetivos, conceptos y procedimientos, los mismos que facilitan a los gerentes a la toma de decisiones futuras y llevar una adecuada administracion. En esta investigacion se utilizo la metodologia que incluye informacion primaria y secundaria, estableciendo como metodos principales: el inductivo, deductivo y estadistico; asi como las tecnicas para la obtencion de la informacion como es la observacion directa a las empresas y las encuestas que se aplico a una muestra de 260 empresas privadas de la ciudad de Loja. En los resultados obtenidos se analizo como se desenvuelven las empresas con respecto a la planeacion estrategica de marketing, por lo que se logro determinar que algunas empresas si aplican algun tipo de planeacion para el desarrollo de sus actividades, sin embargo no la aplican adecuadamente, en unos casos se debe a que son negocios familiares y lo hacen empiricamente, lo que no les permite tener un buen desenvolvimiento empresarial. Por tanto, se concluyo que en las empresas la planeacion estrategica es la base fundamental, ya que gracias a ella se puede prever alguna situacion adversa e implementar planes de accion en caso de contingencias, ademas de que al planear un horizonte empresarial se puede lograr un objetivo con mas calma ya que al planear se revelan los posibles errores y las ventajas con las que se cuenta al momento de realizar un proyecto, es decir, la planeacion estrategica conlleva al logro de los objetivos y metas planteadas, segun la amplitud y magnitud de las empresas. Palabras claves: Planeacion, estrategia, marketing, objetivos, empresas. EnglishABSTRACT This article has as objective to analyze the strategic planning of marketing and its importance in the companies, whose scope is to improve the competitive levels and therefore generate higher profits through the appropriate application of the planning, strategies of marketing objectives, concepts and procedures, which make it easier for managers to make future decisions and take a proper administration. This research was used in the methodology which includes primary and secondary information setting as main methods: the inductive, deductive and statistical; as well as the techniques for obtaining the information as it is direct observation to companies and surveys that is applied to a sample of 260 companies from the city of Loja. The results obtained were analyzed as the strategic planning of marketing companies, they operate by what was achieved to determine that some companies if they apply some kind of planning for the development of its activities, however not the applied properly, in a few cases is that they are family businesses and do so empirically, not allowing them have a good business development. Therefore, it was concluded that in enterprises strategic planning is the fundamental basis, because thanks to it you can anticipate any adverse situation and implement plans of action in the event of contingencies, in addition to planning a business horizon can achieve a goal more calmly since planning reveal errors and the advantages it has at the time of a project, i.e., strategic planning leads to the achievement of the objectives and targets raised, according to the extent and magnitude of the companies. Key words: Planning, strategy, marketing, goals, business.

Planeación estratégica de marketing y su importancia en las empresas.