American Marketing Association
Journal of Marketing
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.