The study presented in this article is an application
of "futures research. " One objective is to identify some
of the more pressing future world-wide problems that
require the combined effort of both the government and
the private sector to reach a solution. A second objective
is to suggest ways in which marketers can become more
involved in the solution of them. Prominent problem
clusters of particular importance to marketers, including
"Social Values," "Social Institutions," and "Resources"
were uncovered by this research. The authors hope that
this article will stimulate marketing research in each of
these areas.
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