Lecture Marketing (12/e): Chapter 3 – Kerin, Hartley, Rudelius
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Chapter 3 - Scanning the marketing environment. After reading chapter 3, you should be able to: Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces; describe how social forces such as demographics and culture can havean impact on marketing strategy; discuss how economic forces such as macroeconomic conditions and consumer income affect marketing.
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