Abstract
PurposeThis paper seeks to propose steps marketing stakeholders should and can take to facilitate increasing the speed at which marketing proceeds to evolve – toward the stars and beyond.Design/methodology/approachDrawing from the literature advanced by first‐tier scholars the confusion surrounding marketing's future is examined.FindingsMarketing, in its various manifestations, has been, is, and will continue to be, of enormous human benefit.Originality/valueThis paper recommends that all marketers subscribe to the normative marketing stakeholders' model presented and the open‐minded exchange is prescribed.
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