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Evaluating a company's strengths, weakness and opportunities with a study of the company’s internal marketing resources. A SWOT analysis is frequently used in Marketing Planning to ascertain the Strengths, Weaknesses, Opportunities, and Threats that are key factors for a company in predicting its future success.
|Legal and regulatory affairs|
|Moving annual total (MAT)|
|Concept development and testing|
|Marketing decision support system (MDSS)|
|Equivalent advertising value (EAV)|
|Marketing cost analysis|
|Peer to peer (P2P) marketing|
|Defining Advertising Goals for Measured Advertising Response (DAGMAR)|
|Decision making unit (DMU)|