Abstract:

The future evolution of marketing seems destined to expand beyond the confines of the selling of goods and services. The energies and skills used to manage the abstractions of added values will probably be extended to encompass social and ethical issues. There has been focus recently amongst politicians upon whether or not there are capitalist market mechanisms that will automatically correct some of the imbalances of the present system, particularly with regard to issues where apolitical co-operation is required. The power of the discriminating consumer may prove to be one such mechanism, working through their choice of brands.