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How marketers can exploit current and emerging trends in a changing society

Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix ... Read more

Published: 2010 | Resource type: Research

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Thinking BIG worksheet 3: PEST assessment

A practical worksheet for use with the Thinking Big! resource to help you carry out a PEST assessment.

Published: 2010 | Resource type: Guide/tools