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The Marketing Environment
Citation
Lehman, K, The Marketing Environment, Marketing: Theory, Evidence, Practice, Oxford University Press, B Sharp (ed), Melbourne, pp. 200-235. ISBN 9780195590296 (2017) [Other Book Chapter]
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Official URL: https://www.oup.com.au/books/higher-education/mana...
Abstract
In the previous chapters, we have looked at what marketing professionals do, how buyers buy
and the different metrics that marketing managers use to make decisions and evaluate their
actions. In this chapter, we look at the marketing environment and the different elements
of the micro- and macro- environments that affect the way businesses need to operate to
achieve their organisational objectives. We also focus on the importance of understanding
the marketing environment and its impact on how buyers buy and what this means for
developing a marketing strategy.
Item Details
| Item Type: | Other Book Chapter |
|---|---|
| Keywords: | marketing theory |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing management (incl. strategy and customer relations) |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | Lehman, K (Dr Kim Lehman) |
| ID Code: | 130044 |
| Year Published: | 2017 |
| Deposited By: | Marketing |
| Deposited On: | 2019-01-08 |
| Last Modified: | 2019-01-08 |
| Downloads: | 0 |
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