There are a number of factors which are influencing the way marketers are currently operating, and these have implications for the future. The Future Environment In the 1970s we were operating in a commercial environment in which packaged goods reigned supreme. Privatisation was unheard of, advertising spend in the UK was C800m compared with 8bn today, there was one commer- cial TV channel, no media independents, and national newspapers used nineteenth-century print technology.
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In the following two decades, we have seen customers being persuaded to use brands in more varied and different ways - eating breakfast cereal at night, taking out supermarket-branded credit cards or mortgages, drinking branded vodka and cola whilst flying on an aeroplane with the same brand name. Things have changed dramatically - twenty years ago almost every business document was produced on a typewriter. Communication across the world was difficult, time-consuming and unreliable. Far fewer people took foreign holidays or had cars; supermarkets were open from 9ain-5pm; and cash machines were almost unheard of.