“The marketing environment consists of the actors and forces that affect a company’s capability to operate effectively in providing products and services to its customers.” (Jobber, D. and Ellis-Chadwick, F. 2013, p.78) We can narrow the marketing environment down to the macroenvironment and the microenvironment. The macroenvironment consists of external factors that not only affect the company but also have an impact on its whole environment; factors such as the economic environment, social and…
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