The Changing Role of Marketing in the Third Millennium

Reshma Sreedharan, Rehin KR

Abstract

In the 21st century, any marketer has to face stiff competition due to the dynamic environment. Nowadays, marketers are offering more value to the customers so that they can gain a competitive advantage. The present customers are now digitally conscious and are opposing the traditional way of marketing. The marketers have to identify the new techniques which can be used to target the new millennium customers and earn sizeable profits. This paper focuses on the emerging marketing trends and its repercussions.

Keywords

Behavioural marketing; direct and online marketing; live-streaming; relationship marketing; societal marketing,; viral marketing

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