ABSTRACT
https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780080501277/46f3fe21-8f6e-484c-9030-9772da6c3280/content/fig251_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/> This chapter looks at the role of marketing the twenty-first century. It begins by looking at the causes of the increased criticism of marketing in the 1990s. One cause has been the new economic environment, which makes the marketing positioning strategies of recent years look increasingly irrelevant. Another has been the orientation of marketing departments towards line extensions rather than genuine new product development. Finally, traditional marketing has been undermined by the reshaping of competition from firms to networks. Marketing is radically changing both in the numbers employed and in how, and where, they work. Marketing in the twenty-first century will increasingly be about the management of internal and external networks geared to achieve core business processes.
