The role of marketing past, present and future

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.