Context analysis

From CNM Wiki
Jump to: navigation, search

Context analysis is the first stage of the marketing communications planning process. It involves the analysis of four main areas: the customer; business; internal; and external environmental contexts.

Definitions

According to the Marketing Communications by Fill (5th edition),

Context analysis. The first stage of the marketing communications planning process. It involves the analysis of four main areas: the customer; business; internal; and external environmental contexts.