Introduction. Effective marketing makes certain that a company's products are in line with what the consumers' needs within an ever-changing environment. It is very important to observe these changes regularly and undertake programs of activity geared to adapting the company's response to them. As the mobile generation traverses internationally even more, behaviors will no longer be limited to a single region but span multiple regions via multiple devices. Globalization is an inevitable growth for the …
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…a particular industry. Sometimes these pose a threat while other times they can create new opportunities. In assessing the environment, it is important to find new business opportunities, new market places, and companies with which some form of cooperative arrangement can be developed Reference List Kotler, P. (2000) Marketing Management, New Jersey, Prentice Hall International, Inc. Perreault, W. & McCarthy, E. (2002). Basic Marketing: A Global Managerial Approach, (14th ed). New York, New York: McGraw-Hill/Irwin