Marketing futures: Priorities for a turbulent environment

Abstract

This article reports on the findings of a recent international survey of marketing and general managers aimed at identifying the current issues and challenges that marketers face in their industries and how these are likely to evolve in the future. The survey also attempted to highlight the core capabilities that marketing managers will need to deal effectively with the changing rules in the market environment. The survey's findings underscore the rising pace of competition in increasingly global markets, the intensifying demand on firms to improve product and service quality, and a greater appreciation for strategic thinking and sensitivity to customers as crucial elements in a marketer's survival kit. The article concludes with a number of implications for general and marketing management.