National Research Database of Zimbabwe

Environments that affect Marketing Management

Chaneta, Isaac (Dr.) (2011) Environments that affect Marketing Management.

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Abstract

Pre-print article,The marketing environment is in continual flux, spinning off new opportunities and new threats. Instead of changing in a slow and predictable way, the environment is capable of causing major surprises and shocks. The key to an organisation’s success is its ability to spot and adapt to change in the marketing environment. Every company needs to establish an environmental monitoring system that continually tracks the changing environment. A major company such as General Electric employs over one hundred professionals to monitor the marketing environment. Smaller companies have to settle for simply being alert and occasionally using outside consultants to assess their marketing environment objectively.

Item Type: Article
Uncontrolled Keywords: macro-environment,social and cultural environment,political and legal environment,economic environment,consumer expectations,inflation
Subjects: UNSPECIFIED
Divisions: Universities > State Universities > University of Zimbabwe
Depositing User: Mr. Evans Katiyo
Date Deposited: 30 Nov 2015 01:00
Last Modified: 30 Nov 2015 01:00
URI: http://researchdatabase.ac.zw/id/eprint/916

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