Technology and the changing marketing world

Technology will continue its pervasive global impact on marketing strategies and program components in the twenty‐first century. Technology is changing markets and buyer preferences and the rate of change is likely to increase in the future. Highlights several of the more apparent impacts of technology on markets and the organizations competing in these markets. While change is challenging, it is also exciting. Organizations that are market‐driven and learn how to leverage technologies and other competencies can anticipate promising opportunities for growth and performance.