The role of marketing past, present and future
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 March 1995
Abstract
Responds to the recent criticism associated with marketing′s poor contribution to business success. Reviews the state of marketing in British industry, drawing on previous research and continues by describing the major changes experienced in the business environment, arguing that the future of marketing depends on recognizing these trends and responding to them. Goes on to describe the steps that leading companies, based in the UK, are taking to become truly marketing orientated, and the ways in which they are meeting the new challenges they face. It ends by highlighting the new opportunities for market‐led companies and concludes that marketing′s contribution to business performance is in its ascendancy and far from decline.
Keywords
Citation
Denison, T. and McDonald, M. (1995), "The role of marketing past, present and future", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 1, pp. 54-76. https://doi.org/10.1108/EUM0000000003880
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited