Assignment Part A, Question 1 Describe the micro-environment of an organisation of which you are a customer and explain how changes brought about by either its competitors or its suppliers have affected its approach to marketing. The last five years have brought on massive changes for the music industry. Faced with not only the traditional competition of fellow labels and retailers, but also with competition through new technologies, they've had to play a completely new game. …
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…So even though the future for the music industry still seems insecure, it looks like HMV has found a way to stay ahead of the game. APPENDIX Background reading - Marketing, 2nd edition - Hill, E & O'Sullivan, T. Marketing, Concepts and Strategies, 3rd european version - Dibb, Simkin, Pride and Ferrell. Marketing Week Usefull websites - Hmv.co.uk Learnmarketing.net Mad.co.uk (Marketing Week) Monash University website Oxford university press Adformatie.nl