So far we have discussed the following:
the importance of a marketing orientation in a wide range of organisational types
environmental analysis as a key role of marketing, particularly as a stimulus for innovation and associated competitive advantage
the role of planning in encouraging the development, implementation and evaluation of marketing strategy
Research is conducted to aid understanding of a problem and identify the corrective actions necessary
provides feedback on the effectiveness of current marketing strategy and how it might be improved
allows new market opportunities to be identified and evaluated
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