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Essay / Research Paper Abstract
5 pages. This paper is a focus on
the future trends of marketing. Based on research, there are
several trends that forecasters predict for the future of
marketing in general. Each of these trends will be listed and
briefly explained within this paper. Bibliography lists 7
sources.
Page Count:
5 pages (~225 words per page)
File: D0_JGAfumar.doc
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Unformatted sample text from the term paper:
Each of these trends will be listed and briefly explained within this paper. LISTED TRENDS According to Charles S. Madden, vice president for university relations at Baylor University in
Waco, Texas, identifying the most important trends in the future of marketing is one of the missions of the American Marketing Association. Obviously, the future of marketing is going
to be web-based, whether it be through advertising on websites or e-commerce in general. While he did not list a specific trend, Madden indicated that "my whole plan is
that somebody will come up with something that will have marketers saying, Aha!" Dr. Madden says. "It may be the Webs future, post-Web, media and digital convergence or may
have something to do with privacy and consumer issues. You have to have the dialogue," he says. "We are excited about initiating such a dialogue among industry professionals," says
Dennis Dunlap, CEO of the AMA. "The AMA is well-positioned to host such a discussion covering all aspects of the marketing discipline" (Madden 34). Andy Hines, the Global Trends Manager
for Battle Creek, Mich.-based Kellogg Co., addressed the new corporate trend in so-called fuzzy ideas in his presentation, "Bring the Fuzzy into Focus--Using the Future to Sell Your Innovative Ideas
Through the Organization." His point was that "while fuzzy ideas are easy enough to come by, they are a tough sell elsewhere in the company" (54). Hines tactic
is actually to improve understanding of the future for his fellow managers in order to make the fuzzy ideas easier for others to grasp. Research managers can then build
a case for their suggestions based on where markets are going, instead of where theyve been (Ciarletta 54). "People were really enthusiastic, I felt, and it was really fantastic,"
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