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The Marketing Environment
The marketing environment

Businesses do not operate in a vacuum. They operate within a dynamic environment, in which competitors, customers, government, suppliers and indeed everyone else are each working to their own agendas, doing things that upset carefully laid plans and cause disruption to strategies.

From a marketing viewpoint, managing the exchange process between the firm and its customers comes highest on the list of priorities, but it would be impossible to carry out this function without considering the effects of customer-based decisions on the other stakeholders involved. More importantly, marketers need to recruit the other stakeholders to the cause of meeting customer needs.

The degree to which the environment ...

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