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Current and Future Trends in Marketing and Their Implications for the Discipline

This essay offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. Four major topics are described: globalization, technology, personalization, and integration. How these forces are influencing three areas in marketing, marketing management, marketing research, and marketing theory, is discussed. A major argument is that the effects of globalization, technology, and personalization are not independent, but that they interact to influence the way marketing will be practiced and taught in coming decades. The essay concludes that the impacts of these changes increase the speed and scope of marketing decision making as well as the amount of information used. It argues that academic marketers should incorporate knowledge of these trends into their teaching and research.