Marketing 2000 and Beyond was written by Dr. William Lazer, Dr. Priscilla La Barbera, Dr. James M. MacLachlan, and Dr. Allen E. Smith in 1990. This work provides an outlook on the changing marketing environment in the twenty-first century. It incorporates insights from CEOs, academics, and futurists on possible trends, as well as changes and challenges in marketing and their management implications. Also featured is an extensive review of the relevant futures literature and ideas on the future organization and deployment of marketing resources.
Priscilla La Barbera
Priscilla La Barbera was the Marketing and Teaching Excellence Professor at New York University Stern School of Business. Professor La Barbera graduated from the City University of New York in 1972, serving as valedictorian of her class. She earned her MBA and PhD degrees from Michigan State University, graduating with honors. She joined the Stern School as Assistant Professor of Marketing in 1976. During her academic career she also held positions at the White House Office of Consumer Affairs and in the private sector. She was the recipient of many honors and awards for scholarship and service, including the Distinguished Teaching Medal from New York University. Her scholarly work on advertising response measurement and industry self-regulation has had a great impact on the way advertising agencies operate today. She passed away in 2000.