Customer-Centric Marketing by Neil Richardson

Author:Neil Richardson
Language: eng
Format: epub
Publisher: Kogan Page

The term ‘environment’ is used in varying ways between differing texts and in some cases by the same author. For many years business schools teaching retail management or marketing, cited McGoldrick’s mighty tome as the exemplar. In one paragraph, McGoldrick (2002) uses three variations of ‘environment’; for example, he argues that environmental considerations (assumed to be the broader environment) are leading many governments (macro environment) to promote the development and use of a wider range of public transport options (task environment). Kotler often refers to the ‘natural’ environment when discussing the marketing environment, which is itself part of, and controlled by, the macro environment.

These conflicting uses of nomenclature are problematic. For the purposes of macro-analysis, the term environment refers to the broader, ecological environment.

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