A CONCEPTUAL FRAMEWORK ON EVALUATING SWOT ANALYSIS AS THE MEDIATOR IN STRATEGIC MARKETING PLANNING THROUGH MARKETING INTELLIGENCE
Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 1
Abstract
The purpose of this paper is to investigate the importance of marketing intelligence on strategic marketing planning using SWOT analysis for evaluation. Moreover, the paper aims to examine the critical issues of SWOT analysis and seeks a systematic way to head them on. This concept is well discussed in this research arena. Numerous such initiatives have already been taken, however this concept invites a lot more addition, related companies are still in pursuit to materialize the research concepts. This piece of writing is a solely based on extensive literature review. The impact of preâ€job evaluation in assessing SWOT analysis appears to be positive for effective strategic marketing planning. The current paper helps marketing managers to understanding the importance of marketing intelligence and preâ€job evaluation for effective strategic marketing planning.
Authors and Affiliations
Arslan Ayub| (Corresponding Author ) Iqra University Islamabad, Pakistan (44000) MS Scholar +92 321 6809171 ayub_arslan@ymail.com, Adeel Razzaq| Iqra University Islamabad, Pakistan (44000) MS Scholar +92 307 8466533 m.adeel67@yahoo.com, Muhammad Salman Aslam| Iqra University Islamabad, Pakistan (44000) MS Scholar +92 331 7825276 msalman71f@yahoo.com, Hanan Iftekhar| Iqra University Islamabad, Pakistan (44000) MS Scholar +92 321 8654666 hanan.iftekhar@gmail.com
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