Global Factors Influencing Marketing Decision Making The current study addresses three important questions for marketing managers to consider: 1) how marketing managers can identify and capitalize on global trends, 2) which trend has the most potential to generate revenue for companies, and 3) why it is in the best interest of companies to embrace eco-friendly marketing initiatives. Identifying and Capitalizing on Global Trends In addressing the question of how marketing managers can identify and capitalize on global trends, the first rule is to be aware of changing consumer attitudes while also monitoring consumer behaviors and demand. Consider, for example, the growing concerns and interests of consumers about the environment....The end:
.....that long-term trends have the most potential for generating revenue. And finally, it is important for marketing managers to know that embracing eco-friendly marketing initiatives can translate to greater profitability and sustainable competitive advantage. REFERENCES Bengtson, Beth. Green Marketing: What's It All About? (n.d.). New York House Magazine. Retrieved May 4, 2010, from <http://www.newyorkhousemagazine.com/view/full_story/6440214/article-Green-Marketing--What%E2%80%99s-It-All-About- Koller, T. Goedhart, M. Wessels, D & Copeland, T. (2005). Valuation: measuring and managing the value of companies. John Wiley and Sons. Soundarapandian, M. (2007). Green Productivity In Small And Medium Enterprises. Concept Publishing Company.