Marketing
Marketing in a Complex World
Unit 3
Understanding the Marketing Environment
Prepared for the Course Team by Haider Ali, P.K. Viswanathan and Tony Stapleton
Masters
CORE COURSE TEAM
Andrew Lindridge, Course Team Chair and Author Josie Woods, Course and Award Manager Haider Ali, Author Sally Dibb, Author, Course Team Member Jeanne Barby, Course Team Assistant Vyv Pettler Gareth Stone
External assessor
Professor Malcolm McDonald, Cranfield University
External examiner
Professor Len Tiu Wright, de Montfort University
External authors
Judith Margolis Ian Reid Palamadai Krishnan Viswanathan Frederick Thomson Jill Winter Leslie de Chernatony Fiona Harris David Mercer Terry O’Sullivan Claudia Simoes Tony Stapleton
Production Team
Martin Brazier, Graphic Designer Helen Coolen, Editor Julie Fletcher, Media Project Manager Keith Honnor, Course Manager (IT) Diane Hopwood, Compositor Karen Kingsnorth, Programme Manager Roy Lawrance, Graphic Artist David Massey, LTS Quality Assurance Katie Meade, Rights Executive Dave Richings, Print Buying Coordinator Kristoff Van Leeuwen, Media Assistant
This publication forms part of an Open University course B825. [The complete list of texts which make up this course can be found at the back (where applicable)]. Details of this and other Open University courses can be obtained from the Student Registration and Enquiry Service, The Open University, PO Box 197, Milton Keynes MK7 6BJ, United Kingdom: tel. +44 (0)870 333 4340, email general-enquiries@open.ac.uk Alternatively, you may visit the Open University website at http://www.open.ac.uk where you can learn more about the wide range of courses and packs offered at all levels by The Open University. To purchase a selection of Open University course materials visit http://www.ouw.co.uk, or contact Open University Worldwide, Michael Young Building, Walton Hall, Milton Keynes MK7 6AA, United Kingdom for a brochure. tel. +44 (0)1908 858785; fax +44 (0)1908
Unit 3
Understanding the Marketing Environment
Prepared for the Course Team by Haider Ali, P.K. Viswanathan and Tony Stapleton
Masters
CORE COURSE TEAM
Andrew Lindridge, Course Team Chair and Author Josie Woods, Course and Award Manager Haider Ali, Author Sally Dibb, Author, Course Team Member Jeanne Barby, Course Team Assistant Vyv Pettler Gareth Stone
External assessor
Professor Malcolm McDonald, Cranfield University
External examiner
Professor Len Tiu Wright, de Montfort University
External authors
Judith Margolis Ian Reid Palamadai Krishnan Viswanathan Frederick Thomson Jill Winter Leslie de Chernatony Fiona Harris David Mercer Terry O’Sullivan Claudia Simoes Tony Stapleton
Production Team
Martin Brazier, Graphic Designer Helen Coolen, Editor Julie Fletcher, Media Project Manager Keith Honnor, Course Manager (IT) Diane Hopwood, Compositor Karen Kingsnorth, Programme Manager Roy Lawrance, Graphic Artist David Massey, LTS Quality Assurance Katie Meade, Rights Executive Dave Richings, Print Buying Coordinator Kristoff Van Leeuwen, Media Assistant
This publication forms part of an Open University course B825. [The complete list of texts which make up this course can be found at the back (where applicable)]. Details of this and other Open University courses can be obtained from the Student Registration and Enquiry Service, The Open University, PO Box 197, Milton Keynes MK7 6BJ, United Kingdom: tel. +44 (0)870 333 4340, email general-enquiries@open.ac.uk Alternatively, you may visit the Open University website at http://www.open.ac.uk where you can learn more about the wide range of courses and packs offered at all levels by The Open University. To purchase a selection of Open University course materials visit http://www.ouw.co.uk, or contact Open University Worldwide, Michael Young Building, Walton Hall, Milton Keynes MK7 6AA, United Kingdom for a brochure. tel. +44 (0)1908 858785; fax +44 (0)1908