Contesting the future
- Authors
- Type
- Published Article
- Journal
- Interactive Marketing
- Publisher
- Palgrave Macmillan UK
- Publication Date
- Jul 01, 1999
- Volume
- 1
- Issue
- 1
- Pages
- 23–30
- Identifiers
- DOI: 10.1057/palgrave.im.4340003
- Source
- Springer Nature
- Keywords
- License
- Yellow
Abstract
This paper looks at some of the wider influences on marketing generally and direct marketing in particular and challenges some received wisdoms. Looking at some of the trends observable in society and at parallels from politics it helps raise our awareness of alternative scenarios for direct marketing. The world is changing very fast; what was true five years ago or today does not necessarily hold good for the long term.
