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Marketing, says Philip Kotler, 'serves as the link between society's needs and its patterns of industrial response'. It is, he says, much more than just selling; it is a social [...]

The world is awash with supply. There is an overcapacity to produce goods and services - not in all sectors, nor in all places on the globe, but in most. [...]

Marketing strategies should be adapted to enable companies to succeed in the rapidly-changing marketplace. Future marketing techniques could include exceeding expectations to retain customers and increase customer share as opposed to market share. Companies may seek to build long-term customer loyalty by offering low-cost lifetime supply agreements, with the most profitable customers offered rewards and incentives. The retail and wholesale market is likely to decline in place of electronic commerce.

I believe that marketing today is not working well because it's 'one P' marketing. There are four Ps--price, place, promotion and product and most marketing today is promotion. Yes it's [...]

This article offers suggestions that can help companies improve the relationship between the marketing and research and development (R&D) departments. It explains that a good relationship between these two departments increases the company's chance of developing successful new products. It suggests that business leaders should make sure that each department recognizes that value that it brings to the process. There should also be balance in the role of the two departments in development new products.