The Future of Marketing

Michael R. Czinkota (), Masaaki Kotabe (), Demetris Vrontis () and S. M. Riad Shams ()
Additional contact information
Michael R. Czinkota: Georgetown University
Masaaki Kotabe: Waseda University
Demetris Vrontis: University of Nicosia
S. M. Riad Shams: Northumbria University

Chapter 15 in Marketing Management, 2021, pp 695-730 from Springer

Abstract: Abstract Remaining vigilant in changes in the diverse market environment is instrumental to proactively meet customers’ needs, wants, and expectations. In this chapter, we have first discussed environmental changes from the contexts of technological environment, financial environment, regulatory environment, societal environment, geopolitical environment, competitive environment, and the outbreak of COVID-19 and the subsequent pandemic. Second, we have discussed how marketers could plan for their product, price, place, and promotion strategies to respond to such market environmental changes. Finally, we have discussed how marketers and customers are interdependent in pursuing their individual goal and presented an overview on ethical consumers and sustainability concerns, ethical consumers, expanding marketing mix, cross-cultural customers and the global village as single market, some ongoing changes in marketplace, and how marketers become change agents in the marketplace. It is important for marketers to explore customers’ latent needs to become successful change agents.

Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-66916-4_15

Ordering information: This item can be ordered from
http://www.springer.com/9783030669164

DOI: 10.1007/978-3-030-66916-4_15

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().