PROFUTURO: FUTURE STUDIES PROGRAM Scientific Editor: James Terence Coulter Wright Evaluation: Double Blind Review, pelo SEER/OJS Review: Grammatical, normative and layout Received in: 03/24/2014 Approved in: 08/28/2014 Future Studies Research Journal ISSN 2175-5825 São Paulo, v.6, n.2, p. 43 – 67, July/Dec. 2014 43 STRUCTURE OF MARKETING PLANNING: A REFLECTIVE ANALYSIS Luciano Augusto Toledo PhD in Administration by the University of São Paulo, Brazil luciano.toledo@mackenzie.br Adriana Beatriz Madeira PhD in Administration by the University of São Paulo, Brazil adri.madeira@mackenzie.br Guilherme de Farias Shiraishi PhD in Administration by the University of São Paulo, Brazil shiraishi@ymail.com Marcos Garber Master of Naval and Oceanic Engineering by the University of São Paulo, Brazil mgarber@uol.com.br ABSTRACT This study aims to promote a reflective analysis about the action planning structure in the marketing context. The work was structured in the form of essay and presents the theoretical aspects about the Marketing Planning. The intention of the article is to provide critical insights into the needs of planning marketing activities. For this purpose the document is organized as of an introduction that contextualizes the subject, accompanied by a critical analysis. Finally, the final considerations are placed in distinction. KEY-WORDS: Marketing. Business Management. Marketing planning.