This chapter presents factors of which marketers should be aware. They must keep an eye on them, even attempt to predict changes coming, and work actively to ensure their approach to marketing recognizes the actual realities of the world in which they operate. The marketing job is not just to accept and take on board external factors that will affect the business. Rather it is to monitor a changing canvas and predict and react in a way that will help marketing to succeed. The chapter reviews issues such as research, pricing and compiling a marketing plan.

Inspec keywords: market research; strategic planning; management of change; pricing

Other keywords: change prediction; marketing plan; marketing research; pricing

Subjects: Marketing and sales