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