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Dual‐perspective SWOT: a synthesis of marketing intelligence and planning
2004
Marketing Intelligence & Planning
This paper proposes a cognitive approach of integrating marketing and intelligence views into a new "dual-perspective" SWOT framework. The new dimensions of SWOT are proposed to address the logical inconsistenciesJD.c£.d bv marketinl! manal!ers svntll£sfzinp SWOT components. By represiii consultants can capture th/"i;aria' .... . strategic sityation /¥9HI S ~ new avenue ofmarketing research. Chaparral Steel has created a series of innovations in steel processing and generated solid business
doi:10.1108/02634500410516931
fatcat:d7bmjsaiorcgbg7azocdg72ghq