Автор: Пользователь скрыл имя, 18 Декабря 2011 в 14:05, лекция
A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers.
The marketing environment presents both opportunities and threats to the company. Companies must use their marketing research and intelligence systems to watch the changing environment and must adapt their marketing strategies to environmental trends and developments.
The marketing environment consists of a microenvironment and a macro environment.