Research Tips

Monitoring Your Organization’s Context

To be effective, a marketing strategy needs to be well aligned with the context in which it is used. A strategy that is effective in one context isn’t necessarily equally effective in another context (whether that’s a different geographic area or the same geographic area in a different time period).

Some of the external factors that should be continually monitored, since they influence the context in which marketing strategy is executed, are:

Social and cultural trends.
Economic indicators.
Technological developments.
Legal, regulatory, and political changes.

Normally, these factors can be monitored without collecting new data, just by reviewing existing published information sources.