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The Future Role of Marketing in the Organization 

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Published 5/28/2009 

Author: American Marketing Association & Decision Strategies International 

Summary

After a nearly year-long process which included secondary research, a survey of business and consumer marketers and workshops with marketing leaders, the AMA, with the help of DSI, developed four possible future states in 2015 and their potential impact on marketing in the organization.

The Future Role of Marketing in the Organization research report provides details on the scenario planning process and outcome as well as implications for marketers in the year 2015. It also includes tools to assess your own organization, and a list of action steps for how you can champion scenario planning.

© 2009 American Marketing Association
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Member Comments (1):

Stephane Gagnon wrote:

Posted on : 10/28/2009


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