The external and internal environment

Principles of Marketing; and Essentials of Marketing by Frances Brassington and Stephen Pettitt - podcasts

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)