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Abstract

How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

DOI

10.20429/jamt.2017.070203

Publication Date

9-2017

Recommended Citation

Goldsmith, Ronald E., and Moutinho, Luiz (2017). The near future of marketing from the consulting perspective. Journal of Applied Marketing Theory, 7(2), 30-42. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol7/iss2/3

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