Novicevic, Milorad M.; Harvey, Michael; Autry, Chad W.; … - In: Marketing Intelligence & Planning 22 (2004) 1, pp. 84-94
This paper proposes a cognitive approach of integrating marketing and intelligence views into a new “dual‐perspective” SWOT framework. The new dimensions of SWOT are proposed to address the logical inconsistencies faced by marketing managers synthesizing SWOT components. By representing...