期刊名称：International Journal on Research and Development : A Management Review
印刷版ISSN：2319-5479
出版年度：2015
卷号：4
期号：3
页码：5-7
出版社：Institute for Research and Development India
摘要：Making market decisions in a fast changing world is both an art and science. Proactive marketing decision making requires companies to closely monitor macro and micro trends relevant to their growth. It also requires developing insights about consumers, competition, company offerings and the reasons for their success or failure. These insights have to be based on timely, accurate and actionable information. Holistic marketers understand the importance of continuously monitoring, forecasting and adapting to the changing environment, developing consumer insights, and understan ding the marketing implications of those insights for assessing market opportunities and customer value. Firms are adjusting the way they do business based on dramatic shifts in the economic, technological, demographic, socio-cultural, natural and politico-legal environments. Marketers have the major responsibility for identifying market place changes. For the purpose research is carrying out by collecting information or interacting with customers, observing the competition and outside groups
