The Marketing Environment

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.