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To stay ahead and succeed in rapidly changing market environments requires fast and efficient implementation of marketing activities, with comprehensive total management from planning through to implementation.
In mature markets, consumers have a great deal of experience and knowledge. As a result, their demand for products and services is highly focused, detailed and very diverse.
For marketers, borders separating markets and countries have disappeared. Products are becoming so equal in terms of design, function and price, it is difficult for consumers to distinguish between them.
As communication technologies rapidly advance and expand, channels for B to C communication have become highly diversified.
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