Abstract
A recent article in the Observer Magazine1 opened with an expression of pessimism that has become increasingly commonplace in recent years — especially in journals and media popular with the better educated professional and managerial classes. It ran as follows:
We and our children are approaching a world of mounting confusion and horror. The next 25 years, possibly the next decade, will bring starvation to hundreds of millions, and hardship, disorder or war to most of the rest of us. Democracy, where it exists, has little chance of survival. Nor in the longer run has our industrial way of life. There will not be a ‘better tomorrow’ beyond our present troubles...
This chapter is based largely upon a paper, ‘Marketing and Zero Growth’, read at the European Academy for Advanced Research in Marketing’s Conference held in Copenhagen, 2-4 Apr. 1975.
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REFERENCES
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© 1976 Michael J. Baker
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Baker, M.J. (1976). Marketing and the Future. In: Baker, M.J. (eds) Marketing in Adversity. Palgrave, London. https://doi.org/10.1007/978-1-349-02956-3_1
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DOI: https://doi.org/10.1007/978-1-349-02956-3_1
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