Paper Summary:

This article addresses the issue of major changes and challenges that marketing may be expected to face in the 21st century. The writer questions whether customers will become homogeneous. In this paper, the writer discusses whether customers will still expect to receive targeted marketing that is directed at their specific needs.

From the Paper:

"The marketing function will face a number of challenges in the 21st century. One only needs to consider the dramatic changes that occurred in the 20th century to imagine what might occur in this century. For example the 20th century saw the first powered flight, a rapid increase in world population, great leaps forward in the area of medicine and healthcare, the introduction of electricity into most households in developed countries, the invention of radio and television, the rise of technology combined with the birth of ..."

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