The Future of Marketing - Today!
Journal of Marketing
"Fundamental Issues and Directions for Marketing"

Sponsored by the Marketing Science Institute, this special 5th issue of the Journal of Marketing provides the latest in marketing thought on the future of marketing from the leading minds in the field. The special issue focuses on the following four organizing fundamental issues :

How Do Customers and Consumers Behave?
How Do Markets Function and Evolve?
How Do Firms Relate to Their Markets?
What Are the Contributions of Marketing to Organizational Performance and Societal Welfare?

These fundamental issues that define the terrain and concerns of marketing should serve as touchstones for managers and academics struggling to understand globally interdependent, fragmenting and increasingly efficient markets in which the rules of exchange and competition are continually being rewritten.

The articles address these challenges in different ways and suggest the kind of steps that must be taken. They also point to ways that marketers can enhance their dialogue with other disciplines and functions with cross-cultural insights.

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The Future of Marketing - Today!
American Marketing Association
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Chicago, Illinois 60606.
Fax : 312-542-9001
Fax-on-demand documents 1-800-950-0872 Antipolis

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