Marketing Environment What factors "internal "to an organisation can have an influence on the way it perceives and responds to its external environment?
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Sprache:Englisch
Fr. 15.90
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Produktdetails
Format
Kopierschutz
Nein
Erscheinungsdatum
26.08.2009
Verlag
GRINSeitenzahl
16 (Printausgabe)
Dateigröße
565 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9783640410477
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,
Keywords: marketing, environmental scanning, organisation culture, internal environment,
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