The marketing environment is more important to management today than ever before. This is because the rate of environment changes has increased and because there are more types of important environmental changes.
First, consider the rate of environmental change. It should be remembered that all of the development experienced by human kind has occurred within a mere moment of history. Around the world in the last 50 years an unprecedented acceleration in environmental change occurred and people today are experiencing a unique chapter in human history.
In addition, new types of environmental change have come to the fore front. Economic factors go to the core of business activity, and historically they have always been important to marketing management. Until around 2000 such factors effectively represented the firm’s entire macro environment. At the century, however, governmental and legal focus because more significant. The significance of government has grown greatly over the past few decades.
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