The Future Of Marketing

Abstract

This paper aims to examine the future of marketing as it relates to one of the four categories of generalizations identified by Sheth and Sisodia (1999) in their paper, “Revisiting marketing’s lawlike generalizations.” The category to be discussed in depth will be location-centric concepts. As examples of application, case studies from a developing country, Malaysia will be featured and analysed.

The paper is organised in the following structure. Firstly, the essay will provide a background of the development of location-centric marketing concepts, particularly in the area of marketing or distribution channels. Secondly, the essay will provide a background of the major force affecting location-centric marketing concepts, namely the Internet, particularly in the context of electronic commerce. Thirdly, the essay will examine the impact of the Internet on existing location-centric marketing concepts. In this section, the impact of electronic commerce on marketing or distribution channels will be the primary area to be discussed. Fourthly, the essay will present a couple of case studies of such an impact in a developing country, Malaysia. Finally, the essay will conclude with the lessons that can be learnt from the case studies. The conclusion will explore if new constructs with regards to marketing or distribution channels are created or old ones are altered due to the impact of electronic commerce.