The Impact of Pressure Groups on Marketing Decisions

Abstract

A. Preface
No business can survive in isolation. There is reciprocity between a marketing firm and the
marketing environment. In fact, society and external environment are like a womb, which plays
critical role in the birth and growth of a business firm. The society and environment provide a motif,
mission and cause of origin and existence to a marketing firm. A marketing firm also looks to
environment for resources. At the same time, a firm has to respect the marketing environment.
Marketing environment compels a marketer to comply and adjust with the environmental variables.
Here comes the role of Marketing Environment.