ABSTRACT Change abounds.

ABSTRACT

Change abounds. about organizations are reactive, they do not adjust strategies until environmental changes have occurr This can be dangerous, since it may be too late to make a successful new strategy. Other organizations are proactive, they anticipate environmental changes and adjust ahead of time. It is time for organizations to become situational, to recognize that they do not have to just anticipate and adjust to environmental changes, on the other hand in fact can influence change. In this article we discuss integration of the environmental forces into the target market to bring to maturity a situational marketing strategy.

INTRODUCTION

Historically no other than consumers and ...