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E/M/69. Environmental analysis and marketing audit of Amazon

WORDS:
3000
DATE:
2006
PRICE:
39.99 GBP

The paper reports on Amazon, an online book-retailing company, conducting their environmental analysis using PEST and Porter’s five forces model. Internal marketing audit of the company is performed using marketing mix, SWOT and other frameworks. This paper is based on the case study from the book by Johnson and Scholes 'Exploring Corporate Strategy: text and cases '.

 

KEYWORDS: Marketing audit, Amazon, PEST, Porters five forces, SWOT, marketing mix,

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