This paper reviews and analyzes labor market trends to provide information for business and marketing program planners. Emphasizing the demand side of the market, the paper considers only those aspects of labor markets that have an impact on the supply of students to business and marketing programs and the demand for graduates of those programs. Some of the following trends are found in the analysis: (1) service occupations will provide all net employment gains for the next decade; (2) advances in information technologies will affect skill requirements for business and marketing occupations; (3) the pace of technological change requires increased occupational training for employees at all levels; (4) micro-marketing techniques will be more widely used in the 1990s; (5) businesses will compete more on product and service quality and less on price; (6) the business and marketing student population will be older and disproportionately female; (7) employees and the programs that prepare them will need to focus on the skills needed in changing, flexible work environments; and (8) more demand for marketing programs will come from existing employees than from young college students. (26 tables, 90 references) (KC)