Marketing Environment
eBook - PDF

Marketing Environment

What factors "internal "to an organisation can have an influence on the way it perceives and responds to its external environment?

  1. 21 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Marketing Environment

What factors "internal "to an organisation can have an influence on the way it perceives and responds to its external environment?

About this book

Essay from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Edinburgh Napier University (Marketing Management and Research), course: Marketing Customer Interface, language: English, abstract: This paper shows different internal factors which are influencing the environmental scanning process. Out of a critical analysis of the classical theory (Aguilar, 1967) the author presents a holistic approach of understanding the environmental scanning process. Therefore the paper considers the areas of management, technique and methods, structure and culture regarding their influences on the way a company perceives on external environment changes as well as they respond on it. Finally the "symbiotic" relationship between external and internal forces as well as the influence of other functions among the marketing department is presented. Keywords: marketing, environmental scanning, organisation culture, internal environment,

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Yes, you can access Marketing Environment by Lena Fitzen in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
GRIN Verlag
Year
2009
eBook ISBN
9783640410477
Edition
0
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents