Marketing environment and environmental scanning

Abstract

For any organization to be successful, it is necessary for the business to adapt the changes prevailing in the marketing environment. Therefore, it is necessary for the business to scan the environment properly and deal with the possible threats of the market and avail the best opportunities prevailing in the market. Here, we will discuss about the factors affecting the environment i.e. internal and external and environmental scanning. Here we will explore the association between different elements of the marketing environment and how to respond with the existing and changing factors.