Shift in Marketing Trends in the Current Competitive Scenario

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Author(s): Babita Singla (Chitkara Business School, Chitkara University, India), Kumar Shalender (Chitkara Business School, Chitkara University, India)and SANDHIR SHARMA (Chitkara Business School, Chitkara University, India)
Copyright: 2023
Pages: 7
Source title: Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch021

Keywords: Business Science Reference / Customer Relationship Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

Marketing, the lifeline of businesses, truly gives zest to the corporate and makes a striking difference to the brand and its equity. The ethos of marketing keeps changing with the times. As the customer becomes more knowledgeable, customer contact through marketing plays a vital role in the conversion of businesses. Now, the marketing genre is moving from products to customers to the human spirit. Marketing enjoys a dominant position today as can be seen by the success of the current age businesses.

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