When a new product is launched, which is subtly different from existing brands and the new arrival is successful this often leads to hectic activity as competitors introduce rival versions. Marketing involves managing the effects of change and competition. An organisation cannot stand still in this environment of change. It needs to determine how these changes affect consumer wants and needs and then develop objectives and strategies to confront these challenges. No business can survive for long without responding to a changing market-place. This is…

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