The future of marketing: old age or second adolescence?

Suggests that the role of marketing, particularly in the fast‐moving consumer goods sector, is changing with the business environment. Points out that the need to maximize shareholder value is currently often a more important organizational objective than simply increasing market share. Also posits that the restructuring of many fast‐moving consumer goods markets has changed competitive priorities and that the shift from manufacturing to service industries poses new challenges. Asserts that, to maintain credibility, marketing must address these issues.