Marketing in 1985: A View from the Ivory Tower: How will the business environment of 1985 affect competitive marketing strategy?

Authors

Gene R. Laczniak, Marquette UniversityFollow
Robert F. Lusch, University of Oklahoma Norman CampusFollow
Jon G. Udell, University of Wisconsin - Madison

Document Type

Article

Language

eng

Publication Date

10-1977

Publisher

American Marketing Association

Source Publication

Journal of Marketing

Source ISSN

0022-2429

Abstract

Inflation and recession, resource shortages, a web of ecological problems, changing social values, a proliferation of business regulations, and other developments of recent years have taken their toll on American business. Such changes in the external environment of business have stimulated academicians and writers for the general media to address questions such as: "Can Capitalism Survive:"; "Can Marketing Survive?"; "Will Shortages Bankrupt the Marketing Concept?" Others are directing their efforts to forecasting the uncertain future and the burgeoning discipline of "futures research."

This article reports on the application of one futures research technique-the solicitation of expert opinion-to the field of marketing. Its purpose is to examine the major dimensions of the future of marketing as seen by marketing education leaders.

Comments

Published version. Journal of Marketing, Vol. 41, No. 4 (October 1977): 47-56. DOI. © 1977 American Marketing Association. Used with permission.

Recommended Citation

Laczniak, Gene R.; Lusch, Robert F.; and Udell, Jon G., "Marketing in 1985: A View from the Ivory Tower: How will the business environment of 1985 affect competitive marketing strategy?" (1977). Marketing Faculty Research and Publications. 245.
https://epublications.marquette.edu/market_fac/245