Market sensing - Marketing Strategy

There is some overlap between the aims and operation of scenario planning and market sensing as an approach. With market sensing the emphasis is on the need for managers to understand the market(Piercy, 1997). The role of individuals who co-ordinate marketing planning is to develop a process whereby managers can gain a more in-depth understanding of the fundamental dynamic forces in their industry. The emphasis with market sensing is similar to scenario planning and is to establish the impact on the organization of critical events that may take place in the environment and decide upon the probability of that event occurring.


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