Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary

Abstract

Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing, policy‐shaping as a fifth “P”, mass customization, anticipatory innovation, customer‐focused quality, trickle‐up marketing, value‐based marketing, coverage marketing and networked marketing.

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