The Rise of the Consumer

(With Charles Skuba)Originally Published in Marketing Management—September/October 2009


Here we present more issues which will shape the future of marketing management in the changing global business environment. These are the latest findings from a study, using the Delphi method, in which senior executives from around the world rated key dimensions of the world economy that concern international marketing management. Our previous column identified terrorism, globalization and persistent corruption.

Now we address the demand side of global marketing and emerging trends in consumer behavior.

Rising Consumer Power

Consumers ...

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