Document Type

Article

Language

eng

Publication Date

1997

Publisher

Emerald

Source Publication

Journal of Consumer Marketing

Source ISSN

0736-3761

Abstract

The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high-level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.

Comments

Accepted version. Journal of Consumer Marketing, Vol. 14, No. 1 (1997): 60-81. DOI. © Emerald 1997. Used with permission.

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