TITLE

Chapter 2: Situation analysis -- the marketing audit

AUTHOR(S)
Westwood, John
PUB. DATE
May 2006
SOURCE
How to Write a Marketing Plan;2006, p12
SOURCE TYPE
Book
DOC. TYPE
Book Chapter
ABSTRACT
Chapter 2 of the book "How To Write A Marketing Plan," Third edition, is presented. It focuses on the process of marketing audit, an assessment of a company's marketing environment, marketing events, and internal marketing procedures. It presents ways to define market segments in terms of areas like product and application, carry out a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and outline the content of product information and market information.
ACCESSION #
43739291

 

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