Strategic marketing planning: a twenty‐first century perspective

Abstract

Looks back at the Viewpoint from the first issue of International Marketing Review in order to reflect on how things have changed in the intervening 21 year period. The author then explains that he sees a continuation of the driving and restraining forces that have shaped global markets for the past half century. If the terrorist and other threats to world peace are contained or resolved, the final critical driver for further globalization is management vision.

Citation

Keegan, W.J. (2004), "Strategic marketing planning: a twenty‐first century perspective", International Marketing Review, Vol. 21 No. 1, pp. 13-16. https://doi.org/10.1108/02651330410522907