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The Marketing Environment


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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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

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