MARKETING INTELLIGENCE: SCANNING THE MARKETING ENVIRONMENT Available to Purchase

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The implications for marketing management of such changes are discussed, namely, that depending on the specific influence, marketing activities might be directly affected (new technology providing alternative methods of conducting the same activities, or legislation governing these) or, market behaviour might change due to changes in social structure, social attitudes or changed lifestyles resulting from technological and/or economic change, with the indirect implications of these for marketing response. Approaches to scanning and predicting implications for marketing are discussed.