Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary Available to Purchase

Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world,and the borderless economy. Proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing,policy‐shaping as a fifth “P”, mass customization,anticipatory innovation, customer‐focused quality, trickle‐up marketing,value‐based marketing, coverage marketing and networked marketing.