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 disemination becomes difficult.
Enquiring mind - ask questions, know your competition, use internally produced information eg salesmans reports, computer print outs, use qualitative information eg letters from customers, personal visits, credit notes, etc.