Marketing in 1985: A View from the Ivory Tower

Abstract

NFLATION and recession, resource shortages, a web of ecological problems, changing social values, a proliferation of business regulations, and other developments of recent years have taken their toll on American business. Such changes in the external environment of business have stimulated academicians and writers for the general media to address questions such as: Can Capitalism Survive:; Can Marketing Survive?; Will Shortages Bankrupt the Marketing Concept? Others are directing their efforts to forecasting the uncertain future and the burgeoning discipline of futures research.

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