The biggest challenges for marketing in 2020

The leading marketing associations in Europe, including Swiss Marketing, have conducted a study on the marketing of the future. At the end of 2016, 285 people from the management and board level of companies in Switzerland, Germany, the UK, Holand and Norway were surveyed, focusing on the following questions:- What challenges will marketing and sales face in 2020?- What strategies are best suited to overcoming these challenges?- What do companies need to do today in order to optimally prepare for 2020?The following were most frequently cited as "key tasks" with regard to the classic "marketing Ps":If we compare the existing competencies with the upcoming challenges, the following matrix emerges: Finally, the study shows possible fields of action for a promising "Marketing Agenda 2020":