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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
The Marketing Environment - Changing, Complex and Uncertain

Learning Objectives


Chapter 2 - The Marketing Environment - Changing, Complex and Uncertain
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
  • The concept of environmental monitoring
  • How external environmental forces such as demographics, economic conditions, and social and cultural trends can affect an organization’s marketing
  • How external factors such as markets, as well as suppliers and intermediaries that are specific to a given firm, can influence that firm’s marketing
  • How nonmarketing resources within a firm can affect its marketing








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