"Marketing is the primary component of business management and commerce. In simple terms, marketing is the action of promoting and selling products or services. It includes advertising, selling, market research and so on. There are several factors that have both direct and indirect influence on the organization’s decisions related to marketing activities. There are both external as well as internal factors that can have critical impact on the marketing activities of a firm. Internal factors are within the control of an organization; whereas, external factors do not fall within its control. The internal environment in marketing refers to the components inside the firm that are unique to the organisation. It includes company’s mission, vision, objectives. Culture of the company, image and goodwill, employees of the company can also is considered as the internal environment of any business. An analysis of the internal environment is critical in the development of marketing strategy to ensure that the business's strategy is based upon its state, resources and goals. The presentation gives better understanding on the topic. "

Prachi Garg

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