Affiliation:
1. International Hellenic University, Greece
Abstract
This chapter analyzes the future of marketing science in wholesaling and retailing. Based on the findings of the academic literature, it can argued that the future of marketing in wholesaling and retailing will be characterized by a blend of data-driven insights, technological innovation, personalized experiences, and a focus on sustainability and ethics. Success in this evolving landscape will require agility, adaptability, and a deep understanding of evolving consumer preferences and behaviors.