The world order is changing. Marketing is touched by these changes in many different ways. This paper presents a brief review of the changes occurring in the world order in several economic dimensions such as investments, trade, aid, and technology. It is argued that these changes would alter the nature of marketing in the Western world, particularly in the United States. Potential and needed changes in marketing are explored under three categories: marketing as a system of institutions, marketing as a system of actions, and marketing as a system of ideas.
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