Abstract
Marketing will undergo many changes in the decade of the 1980's. It is important for both managers and academics to consider the inevitable variations in planning and training. Changes in the marketplace, the environment, and in management practices are outlined and concisely discussed.
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Lepisto, L.R., Wilson, T.C. (2015). Marketing Strategy in the 1980’s: Major Changes Ahead for Marketers. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_31
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DOI: https://doi.org/10.1007/978-3-319-10966-4_31
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