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A means by which you keep abreast of developments and
changes in the environment in which you live and work and
hope in part to influence. Covers general economic and
financial trends, legislation, changing social patterns, etc.
In particular awareness of new developments in media
availability, such as the Internet, and costs, promotional
techniques, advertising and packaging test facilities, etc.
How much time to spend - too much and dissemination
becomes
difficult.
Enquiring mind - ask questions, know your competition, use
internally produced information e.g. salesman's reports,
computer print outs, use qualitative information e.g. letters from
customers, personal visits, credit notes, etc.
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