Abstract
In the January, 1970 issue of the Journal of Marketing, then-editor Eugene J. Kelley ran a special lead section entitled "Marketing in the 1970s: A Symposium." Solicited articles from eight pre-eminent scholars comprised this collection. The following paper steps back two decades in time and reviews the predictions made and their accuracy. Some of the more momentous missed calls are also addressed and some qualified prognostications are made with respect to this concluding decade of the twentieth century.
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References
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Steele, T.J., Kurtz, D.L., Claxton, R. (2015). ’Marketing in the 1970s: A Symposium’ Revisited and a Trepidations Peek at the 1990s. In: Dunlap, B. (eds) Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13254-9_108
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DOI: https://doi.org/10.1007/978-3-319-13254-9_108
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