Strategic Planning and Environmental Analysis
S.M. Sanderson
(University of Bradford Management Centre)
G.A. Luffman
(University of Bradford Management Centre)
4752
Abstract
The nature of the relationship between strategic environmental appraisal and marketing strategy is examined by, firstly, setting out what appraisal is and then explaining some of the uses. Primarily the issues of cost, complexity and response are discussed, and it is concluded that organisations tend to look at environments in terms of a chosen strategy.
Keywords
Citation
Sanderson, S.M. and Luffman, G.A. (1988), "Strategic Planning and Environmental Analysis", European Journal of Marketing, Vol. 22 No. 2, pp. 14-27. https://doi.org/10.1108/eb027335
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited