That business operates in an increasingly dynamic environment is no longer an issue, nor are the major elements of the business environment. These are being discussed at length in the literature and we shall return to them. Successful marketing, however, is based upon the creative interpretation of environmental change. The evidence of the market place suggests that the very successful companies are those that apply their skills and expertise in identifying opportunities well ahead of their competitors and translating them into commercial opportunity early enough to develop a strong presence with the consumer.
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Notes and References
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- 12.See Henley Centre reports.Google Scholar