Editorial – Ten trends shaping the future of marketing: Considerations for the academics

Abstract

This Editorial provides a bird’s-eye view of ten current marketing trends based on business magazines available online and reviews articles published in top marketing journals. Its intent is to highlight the need for academics and researchers to observe the real world and learn about the pertinent issues in the industry and the community. We found that authors or researchers who published in top journals are acquainted to societal issues and development. While the rigor of research in the theoretical and methodological aspects is unequivocally upheld, the relevance of the study to the populations concerned is evident. As such industrial learning and engagement as well as the convergence of knowledge and resources between academia and industry will likely enhance the academics’ idea generation, problem formulation and ultimately the impact validity of their publications.