Purpose: This paper is based on the proposition that the choice of marketing tactics is determined, or at leastsignificantly influenced, by the nature of the company’s external environment. It aims to illustrate the type of marketingmix tactics that are suggested for a complex and turbulent...

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Research paper

Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each activity, itself small and relatively unimportant, could escalate through...

Purpose – The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, when marketing and the environment are viewed through a...

Purpose – This paper seeks to investigate the influence of the external environment on the choice of strategic management activities, from a chaos and complexity perspective, since a business environment is a complex adaptive system. Design/methodology/approach – The study in this paper was...