reality; the determinants of capability e.g. managerial, financial, operational, human resource and intangible (brand) capability; approaches to leveraging capability; aspects of competitive advantage External factors: approaches to analysing external factors that influence marketing planning; the identification and evaluation of key external forces using analytical tools e.g. PEST (Political, Economic, Social, Technological), PESTLE (Political, Economic, Social, Technological, Legal, Ethical), STEEPLE…
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