What is the Future of Marketing?
Marketing as we know it is dead. Or is it? What has changed and what has stayed the same?
Rapid advances in technology, along with shifts in consumers' expectations of companies and the massive amounts of consumer data now collected, have precipitated changes in the ways that consumers and firms interact in markets around the world. These forces have also led to many new forms of consumer behaviour, largely in conjunction with new technologies such as social media, and many of these behaviours and their consequences are not well understood.
In this lecture, Professor Andrew Stephen will discuss these issues and his research that seeks to understand consumer behaviour and marketing in new, technology-enabled market environments, and propose a way forward for marketing that contributes value both commercially and socially.
The talk will be followed by a networking drinks reception.