Introduction

Philip J. Kitchen

Chapter 1 in The Dominant Influence of Marketing in the 21st Century, 2013, pp 1-6 from Palgrave Macmillan

Abstract: Abstract In the last decades of the 20th century, “marketing” was a dynamic force in all economies. It was also a driving force for change in many (not all) businesses throughout the century as companies attempted to transition from a production, product and sales orientation to an orientation, at least from a practical if not a theoretical perspective, towards customers and their needs. As we move into the 21st century, marketing seems to be entrenched in every facet of human life. There are few corners on the earth where marketing has not made inroads and where its presence and accompanying influence cannot be felt.

Keywords: Corporate Social Responsibility; Customer Relationship Management; Dynamic Force; Customer Relationship; American Market Association (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-32263-0_1

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DOI: 10.1057/9781137322630_1

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