The marketing environment - those external forces that directly or indirectly influence an organisation's trading, acquisitions of inputs and generation of outputs, but over which the organisation has little or no control - is in marketing strategy acknowledged to be an important determinant of...

This research explores non-targeted customers in two countries displaying dominant collectivistic and individualistic characteristics. Using China and the UK as research contexts, the study investigates non-targeted customers' perceptions and responses to multiple marketing tactics (MT)'...