2. Transitioning in the Marketplaces and Marketspaces of 2020 and Beyond

The key words in this chapter are transition and transitioning, moving from where a brand, firm, or business is now to where it needs to be or would like to be in the future. Yes, we can use building blocks, and these are set into a global context and are described here as digitalization, information technology, intellectual property, and communication systems to which we add others from McKinsey & Company (labeled “forces” by them). Undoubtedly and irrevocably the customer lies at the center of all marketing and its systems as they are ultimate arbitrators of business success or failure. Admittedly, there are four operative marketplace structures, one so important that we allocate a chapter to it. These are the manufacturer-driven, distribution-driven, interactive, and global marketplace, that is, each in and of themselves represent forces for transition, not just of the business, but also of managerial thinking and behavior.