Abstract
The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high-level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 60-81 |
| Number of pages | 22 |
| Journal | Journal of Consumer Marketing |
| Volume | 14 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1997 |
| Externally published | Yes |
Keywords
- Competitive strategy
- Environmental scanning
- Forecasting
- Strategic marketing
ASJC Scopus subject areas
- Business and International Management
- Marketing