The year 2000: Looking forward



Following up on their article in the last issue, the authors reflect and speculate upon the evolution of the discipline of marketing. In so doing, they make connections to key social and intellectual developments in the past that shape its current course and point to radical ends in view that could fundamentally change how marketers, consumers, and scholars may come to view themselves and the subject matter of marketing. © 2000 John Wiley & Sons, Inc.