The Marketing Environment
Camilleri, M. A. (2018). The Marketing Environment. In Travel Marketing, Tourism Economics and the Airline Product (pp. 51-68). Springer, Cham, Switzerland.
14 Pages Posted: 17 Dec 2018
Date Written: December 1, 2017
To be successful, companies must adapt to ongoing trends and developments in their macro and micro environments. Therefore, it is in the interest of organisations to scan their marketing environment to deal with any possible threats from the market and to capitalise on any available opportunities. This chapter explains the external environmental factors, including; political, economic, social and technological influences. It also considers the internal environmental factors, including; capital structures, resources, capabilities and marketing intermediaries; as it identifies competitive forces from differentiated or low-cost service providers.
Keywords: marketing environment, SWOT analysis, airline environment, airline deregulation, deliberalisation, low cost airlines, legacy airlines
JEL Classification: ]Z3, Z30, Z32, Z38, M00, M1, M3
Suggested Citation: Suggested Citation