• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

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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