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Theoretical and Applied Economics
No. 5 / 2013 (582)

The future of marketing: an appropriate response to the environment changes

Victor DANCIU
The Bucharest University of Economic Studies

Abstract. The future landscape of the business worldwide will have the marketing evolutions as a driver. These evolutions will be the response to the changes of business and marketing environment.

The paper aims to analyze both the key trends that are shaping the macro environment, markets and consumers and their impact on the marketing at business level. First, these issues are presented as they result of both theoretical and applied various researches performed by numerous international and national organizations, universities, consulting and global companies, scholars and authors. These researches are read from the author’s scientific point of view, on the other hand, and some own considerations are revealed. They could be found mainly in the systematic approach by using the marketing paradigm and practices around the world, in order to keep successful the organizations. These organizations should give the proper skillful response to each of main futures challenges of marketing.

Keywords: environment changes; innovative marketing; social marketing; sustainable marketing; new consumer technologies; virtual supply chain.

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