O'Reilly logo

Marketing by Geoff Lancaste, Paul Reynolds

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3

The marketingenvironment

3.1 Introduction

The marketing firm operates within a complex and dynamic external environment. It is the task of the marketing-orientated company to link the resources of the organisation to the requirements of customers. This is done within the framework of opportunities and threats present in the external environment. Change is an unequivocal fact of life, and organisations have to adapt. Sometimes change occurs very slowly – indeed, almost imperceptibly. At other times it occurs quickly and, although it is obvious to everybody at the time, it can be so rapid that organisations might find it difficult to react quickly enough.

Definition

It is the task of the marketing-orientated company to link the resources of ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required