Marketing and the Future

Marketing And The Future, edited by Donald F. Mulvihill, is a collection of papers presented at a workshop held at Kent State University in October 1980. The compilation predicts the future of marketing as seen from the 1980s perspective, at a time when globalization was underway and the possibility of expanding business in the developing Third World countries was being explored. Also featured is the need for academic education in marketing and the changes needed in the then marketing curriculum to suit the new marketing environment.