Abstract
Secondary data analysis in marketing tends to be mainly concerned with literature reviews. The author suggests a teaching approach, using class exercises, which stresses secondary data analysis to conduct environmental scanning. This type of scanning is to help determine marketing opportunities and threats as the first step in the strategic marketing planning process.
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CITATION STYLE
APA
Barak, B. (2015). Teaching Environmental Scanning: An Experimental Approach. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 169–173). Springer Nature. https://doi.org/10.1007/978-3-319-16973-6_36
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