C/M/571. Contemporary issues and marketing responses

This paper discusses contemporary issues which influence marketing operations. It uses PESTEL framework to examine a number of issues which include: Increased customers expectations, market fragmentation, globalisation and anti-globalisation, postmodernism, corporate corruption, the Internet, trade global warming, expanding markets, cynical marketplace, permissive society, communications revolution, consumer protection legislations and materialism. The paper also examines how marketing has responded to these issues. Responsive strategies like customer relations management, data-mining, ironic marketing, corporate social responsibility, contact centres and telemarketing, viral marketing, and marketing to juveniles are highlighted.