MARKETING MEGATRENDS

Abstract

A number of fundamental, and mostly irreversible, demographic and technological changes are taking place right in front of our eyes. Unfortunately, many marketing practitioners don't see them, even though they are living through them; this is partly because these changes are evolutionary rather than revolutionary and partly because of their preoccupation with tactical operations, annual budget battles, and continual reorganizations.

Citation

Sheth, J.N. (1984), "MARKETING MEGATRENDS", Journal of Consumer Marketing, Vol. 1 No. 1, pp. 5-13. https://doi.org/10.1108/eb008078