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The Economy

In: Marketing and Economics

Author

Listed:
  • Merlin Stone

Abstract

If we define the marketing manager’s job as that of structuring the relations between the firm and its customers, it is clear that in order to do the job successfully the manager needs to be well informed about the firm and its environment (buyers, distributors, competitors, resource usage inside the firm, etc.). Information about these areas needs to be obtained and interpreted without too much expenditure of time and resources. In Chapters 4–7, we separate those parts of economic analysis which may be of use to the marketing manager in extracting information from his environment and interpreting it.

Suggested Citation

  • Merlin Stone, 1980. "The Economy," Palgrave Macmillan Books, in: Marketing and Economics, chapter 4, pages 34-53, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-16426-4_4
    DOI: 10.1007/978-1-349-16426-4_4
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