The Future of Marketing: Views from Two Ivory Towers

Abstract

Introduction All people of responsibility in marketing need to plan for the future. The marketing manager has to ensure that his company has the resources and products that will be needed in the 1980s and beyond. The marketing educator is training the marketing executives of the future. To do this they need to be aware of the direction of change of the total environment in which they operate and the organisations in which they work. The alternative to planned change toward a target in an identified future is to drift aimlessly or to make changes to suit crises as they arise.

Citation

Doyle, P. and Saunders, J. (1980), "The Future of Marketing: Views from Two Ivory Towers", Management Decision, Vol. 18 No. 5, pp. 254-269. https://doi.org/10.1108/eb001245