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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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22. Macro Perspective: Get the Big Picture

The first part of this section focused on the micro, or internal, aspects that drive your business. The research up to this point has been focused on your customers and has been gathered from company database records (or your best guess if you don’t collect this information). Now we’ll shift to an external perspective to seek information about market segments, competitors, and the market environment. The blending of information about both the internal and external environments will help identify opportunities for business growth. The combination of both the micro and macro research becomes the Market Opportunity Analysis (MOA) section of your plan.

A macro perspective is an understanding of the market ...

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