Abstract:

The 2001 ESOMAR Congress in Rome involved no easy assumptions. Indeed there was a possibility, in the light of the unprecedented and tragic events of September 11, that the Congress would not take place. Making reference to the situation in his opening address John Kelly, President of the Society, spoke of "the resolve of ESOMAR s leaders not to bow to attempts to impede the rights and ability of its members, customers and friends, to meet people and to exchange ideas". Thus it was that the Congress went ahead, but in a changed world - one in which the 'Marketing Transformation' we had gathered to discuss and debate was, for once, overshadowed by a more profound transformation, the eventual outcome of which is as unclear as that of any marketing evolution.