Lena Fitzen

Marketing Environment Lena Fitzen

Essay from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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,