Is the marketing environment uncontrollable something that the company can only prepare for and react to?

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Is the marketing environment uncontrollable – something that the company can only prepare for and react to? Or can companies be proactive in changing environmental factors?

Think of a good example that makes your point, then read on.

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Marketing 4.0

ISBN: 9781119341208

1st Edition

Authors: Hermawan Kartajaya, Philip Kotler, Iwan Setiawan

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