Strategic Marketing Management
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Latest notes & summaries Strategic Marketing Management
Two perspectives - -The internal analysis of phenomena within a company An external analysis of the industry and its competitive environment -Three key types of resources - -Tangible resources Intangible resources Organizational capabilities -Tangible resources - -Relatively easy to identify, and include physical and financial assets used to create value for customers Financial resources Physical resources
Two perspectives - -The internal analysis of phenomena within a company An external analysis of the industry and its competitive environment -Three key types of resources - -Tangible resources Intangible resources Organizational capabilities -Tangible resources - -Relatively easy to identify, and include physical and financial assets used to create value for customers Financial resources Physical resources