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3. Understanding Market Environment

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Author
Rajagopal
Published in
Contemporary Marketing Strategy
Publisher
Springer International Publishing

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Abstract

Discussions in this chapter focus on the market ecosystem for companies for developing appropriate marketing strategies that seem fit in the competitive marketplace. The market ecosystem is explained in the chapter in the context of industry attractiveness, consumer behavior, market competition, and innovation and business growth. In addition, the discussion on market segmentation, targeting, and positioning of products and services in the competitive marketplace enriches learning on market environment in this chapter. Discussions in this chapter get into the core of marketing strategy formulation through exploring the external fit of the firm.

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previous chapter Consumer Behavior: External Factors
next chapter Strategic Capability and Direction
Title
Understanding Market Environment
Author
Rajagopal
Copyright Year
2019
Publisher
Springer International Publishing
Book
Contemporary Marketing Strategy

Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-11911-9_3
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