International Journal of Advanced Research and Development

International Journal of Advanced Research and Development


ISSN: 2455-4030

Vol. 3, Issue 3 (2018)

New marketing realities: Challenges and opportunities

Author(s): Pratap Chandra Mandal
Abstract: Today’s marketplace is fundamentally different from what it used to be previously. This is a result of major societal forces that have resulted in many new consumer and company capabilities. In particular, the four major forces which are shaping the marketing environment include technological changes, globalization, social responsibility, and consumer concerns about sustainability. The paper discusses about the changes taking place in the marketplace because of these forces. These forces are creating new opportunities and challenges and significantly changing the marketing environment. Marketers require acknowledging the forces to sustain and grow with the new marketing realities.
Pages: 169-172  |  3209 Views  2976 Downloads
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