Drafting Futures Integrating Futures Thinking and Marketing Strategy

摘要

Given the rate of change inherent in the current business environment, it is imperative that businesses consider different futures when developing marketing strategies. This master's research paper asks, “What if the 4Ps Marketing Mix, a traditional marketing planning approach, was employed in conjunction with scenarios developed through the application of futures thinking?” This research looks into integrating futures thinking into a core marketing strategy approach. It explores this new combination and discusses some elements that marketers could consider when thinking about the future of their organizations, their clients, and communities.