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Principles of Marketing and E-commerce by Pearson
book

Principles of Marketing and E-commerce by Pearson

by Isita Lahiri, Sujit Kumar Ghosh
May 2024
Beginner content levelBeginner
472 pages
19h 53m
English
Pearson India
Content preview from Principles of Marketing and E-commerce by Pearson
Marketing Environment 41
its strengths and overcome its weaknesses to avail the opportunities and to combat the threat coming
from the external or macro environment. An organization’s capability may be evaluated by prepar-
ing a strategic advantage pro le (SAP). In SAP an assessment of strength and weaknesses of each
functional area is presented in a summarized form. An appraisal of the micro environment makes a
marketing manager aware of the assistance and support it may expect from the internal environment
of the organization, and accordingly helps design a strategy by utilizing the organization’s capability.
2.6 PROXIMATE MACRO ENVIRONMENT
The proximate macro environment is an external environment of an organization on which marketers ...
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Publisher Resources

ISBN: 9781299487246Publisher Website