A Plan to Invent the Marketing We Need Today

摘要

The following is excerpted from a paper the author presented when he accepted MIT's 2007 Buck Weaver Award, which recognizes individuals who have made important contributions to the advancement of theory and practice in marketing science. The full text of the paper, "Rigor and Relevance: A Key Marketing Challenge," is available online at sloanreview.mit.edu. The world in which marketing operates has fundamentally changed. Thomas Friedman has sketched the outline of the new realities of our "flat world" and Kenichi Ohmae has discussed the requirements of operating on "the new global stage." The rise of China, India and other emerging economies has demanded new market strategies to reach developing countries. Technologies from the Internet to biotechnology are fundamentally changing science and society. concerns from environmental impact to corporate social responsibility are changing the relationships of companies to the societies in which they operate.