The economic turmoil of the last few years has required organisations to undertake more creative marketing as well as be more responsive to the needs of the market. This online module explores a variety of marketing issues that emerge from marketing planning, such as marketing research, marketing segmentation, targeting and positioning. You will draw upon current theories and examples that illustrate how organisations of all sizes deal with environmental challenges and through this gain a strong appreciation of how marketing principles will not only benefit your organisation, but also how you can use these to improve your own performance. First published on Mon, 02 Oct 2017 as Marketing in the 21st century. To find out more visit The Open University's Openlearn website.
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