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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition by Philip Kotler

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3. Design Your Architecture

In Chapter Two, the 4C Diamond sub-model was used to look at and analyse various recent developments in the business environment. With this tool, a comprehensive analysis of the business environment can be performed, based on four factors: Change, Competitors, Customers and Company. From this analysis a picture of the business environment profile on one hand, and the internal condition of the company on the other, can be obtained. This observation not only tells us the existing condition and current developments within a company, but more importantly, it gives us a picture of the company’s future business environment profile and internal conditions.

Once the Outlook analysis is conducted, and the decision is to “go”, ...

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