E-Commerce

Rise Of The Consumer

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Executive Summary

This paper presents more issues which will shape the future of marketing management in the changing global business environment. These are the latest findings from a study, using the Delphi method, in which senior executives from around the world rated key dimensions of the world economy that concern international marketing management. The previous column identified terrorism, globalization and persistent corruption. Now the paper addresses the demand side of global marketing and emerging trends in consumer behavior.

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