Reflections on the future of marketing

Abstract

Restraints upon business institutions can be expected to grow more stringent in the latter part of the twentieth century and thereafter. Shortages of raw materials, pollution, and changes in salient societal attitudes are likely to force public policymakers to demand increased corporate attention to consumer welfare. The author examines what the role of the marketing function may be in this kind of milieu. Although significant changes in marketing practices, and shifts of emphases among the various marketing activities are anticipated, the author concludes that marketing will remain an essential force in an economy where the service sector will dominate.