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Principles of Marketing; and Essentials of Marketing by Frances Brassington and Stephen Pettitt - podcasts
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The external and internal environment
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Stephen first considers the external organisational environment, including key elements such as customers, competitors and suppliers - before going on to discuss the internal organisational environment. He ends by using Nokia as an example of a company at which Production and Marketing have worked together to provide variety and choice to the consumer. (Brassington and Pettitt: pp.24-6)
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