Discussion questions:
1.How is marketing management both an art and a science? What marketing challenges and opportunities do businesses face today?
2. What are the key components of an effective marketing plan? Why is the marketing plan one of the most important elements of the marketing process?
3.Why are marketing information systems necessary? How are both internal and records and marketing intelligence systems of value?
4. What are some trends or megatrends that you have personally recognized in the macro environment? White of these trends or megatrends do you think marketers should target? Why?