Emerging issues in marketing – A conceptual framework

Marketing agencies put a lot of thought into selling their clients products. Extensive research determines who, what and where the market is. Then creative people figure out a way to grab the customer's attention. Their ideas are tested, refined and then a plan for the campaign is created. But the plan has to be executed on a local level. Someone has to turn the marketer's vision into reality. Real persons, not demographic units, have to deliver and install the supermarket aisle displays or perform whatever gimmicks the marketers’ fecund imaginations can devise. For the firms that are hired to coordinate these efforts, it can be a thankless task. The marketing industry, as a whole, has been going through significant although somewhat contradictory changes in recent years, the result of two trends. The first trend is towards "increased complexity." Now, instead of using television's broad-brush commercials, marketers can target specific constituencies, or even specific customers. Secondly, manufacturers have slashed in-house marketing staffs as they consolidate and downsize. This has led to the rise of independent agencies as manufacturers outsource their marketing needs. The paper aims to focus on all those areas that have undergone drastic change over the years or rather the issues that have emerged in marketing, be it viral marketing, Green marketing, Rural marketing, and Health care marketing and not to forget the important issue in Marketing that has emerged over time the declining roots of brand loyalty. Hence the study has been undertaken and research article is titled as ‘Emerging Issues in Marketing –A Conceptual Framework’.