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Introduction

In: The Dominant Influence of Marketing in the 21st Century

Author

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  • Philip J. Kitchen

Abstract

In the last decades of the 20th century, “marketing” was a dynamic force in all economies. It was also a driving force for change in many (not all) businesses throughout the century as companies attempted to transition from a production, product and sales orientation to an orientation, at least from a practical if not a theoretical perspective, towards customers and their needs. As we move into the 21st century, marketing seems to be entrenched in every facet of human life. There are few corners on the earth where marketing has not made inroads and where its presence and accompanying influence cannot be felt.

Suggested Citation

  • Philip J. Kitchen, 2013. "Introduction," Palgrave Macmillan Books, in: Philip J. Kitchen (ed.), The Dominant Influence of Marketing in the 21st Century, chapter 1, pages 1-6, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-32263-0_1
    DOI: 10.1057/9781137322630_1
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