Contemporary Issues In Marketing

Contemporary Issues In Marketing Essay example
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Contemporary Issues in Marketing Table of Contents Table of Contents 2 Introduction 3 E-Marketing 4 Marketing Ethics 7 Branding and Brand Development 9 Conclusion 11 References 12 Introduction Marketing has over the years emerged as a prime business concept and pertinent organisational function.


In the 21st century, the traditional approaches related to marketing have started to depict their limitations owing to the fact that companies have quite less amount of direct contact with their existing as well as prospective customers. The aspect of information which is quite readily obtainable through the advent of internet has made consumers to become more passive as well as homogenous. Therefore, companies are increasingly finding the need to devise strategic initiatives to retain their customer base. Customer need identification has become one of the leading strategies incorporated in marketing to derive competitive advantage. Companies are also attempting to create inimitable marketing strategies to lure the customers towards their offerings which would in turn enable them establish their brand recognition in the market (Kamei, 2000). In order to comprehend the changing scenario in marketing in the 21st century, Tesco Plc has been selected. Tesco was founded back in 1919 as a market stall in London’s East End. From its foundation to till now the company’s business has attained tremendous growth in its global operations. Presently, the company functions in fourteen markets of Asia, North America and Europe. It employs over 500,000 people and serves 10 million customers worldwide in a single week (Tesco Plc, 2012). ...
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