Marketing Intelligence & Planning
Опубликовано на портале: 09-01-2003
Peter R.J. Trim
Marketing Intelligence & Planning.
2002.
Vol. 20.
No. 5.
P. 259 - 268.
Strategic marketing has established itself as a separate body of marketing knowledge
and forced marketing strategists to think more deeply about establishing long-term
working relationships that are external to the organization. Relationship marketing
has evolved and is playing an integral part in the formation of partnership arrangements
in an era characterized by networks and technology utilization. The Internet represents
an emerging vehicle for business transactions and is set to provide unique opportunities.
Developing a mindset which takes into account the importance of strategic marketing,
the necessity for relationship marketing and the interactivity offered by technology,
are of interest to marketers who are employed within a strategic capacity. In view
of this, senior marketing personnel need to pay attention to the areas of corporate
intelligence and transformational marketing, if, that is, the organization is to
develop a sustainable competitive advantage in a fast moving, complex and increasingly
unpredictable world. It also means that senior management need to think in terms
of establishing a number of distinct groups within the organization.

Environmental scanning and organizational culture (Анализ внешней среды и организационная культура) [статья]
Опубликовано на портале: 09-01-2003
Carl L. Saxby
Marketing Intelligence & Planning.
2002.
No. 1.
P. 28-34.
This paper examines the connection between environmental scanning for market intelligence,
organizational culture and generic strategies. The generic strategies, based on the
Miles and Snow typology, are related to the organizational culture types developed
by Deshpande et al. An enhanced model of the one proposed by Deshpande et al. is
presented. By providing a more complete model, it is possible to more accurately
represent an organization's interaction with its environment with respect to its
generic strategy and scanning approach. Propositions are presented pertaining to
the type of scanning approach utilized by organizations in each quadrant. The paper
concludes with planning implications for each quadrant.
