Describes the evolution of marketing management and the changing role of marketing in the firm and in a market economy. Topics covered will include: The Concept of Market Orientation; the Macro-marketing environment: the changing economy, technological Innovation, environmentalism and green marketing, the new consumer and the consumerist movement; Analysing Industry attractiveness; Sources of information: Marketing Research and the Marketing Information System; consumer and business-to-business buyer behaviour; target marketing, segmentation and positioning.
