ANVESHAK-International Journal of Management

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A Critical Analysis of Contemporary Marketing


Affiliations
1 SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, India
     

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This research article aims at bringing about both good as well as evil sides of marketing in modern times. The emphasis has been laid to cover some of the important aspects of marketing, and companies and brands use it to achieve objectives. This paper is also an attempt in understanding and analyzing how marketing is affecting society at large. The objective of this research is to critically analyze marketing, look at alternate views and provide a deeper understanding of the concept.

Keywords

Contemporary Marketing, Consumer Behaviour, Emerging Markets, Profit, Value, Vulnerable Customers.
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  • A Critical Analysis of Contemporary Marketing

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Authors

Dimple Kaul
SVKM’s Institute of International Studies, JVPD Scheme, Vile Parle-W, Mumbai-400056, India

Abstract


This research article aims at bringing about both good as well as evil sides of marketing in modern times. The emphasis has been laid to cover some of the important aspects of marketing, and companies and brands use it to achieve objectives. This paper is also an attempt in understanding and analyzing how marketing is affecting society at large. The objective of this research is to critically analyze marketing, look at alternate views and provide a deeper understanding of the concept.

Keywords


Contemporary Marketing, Consumer Behaviour, Emerging Markets, Profit, Value, Vulnerable Customers.

References





DOI: https://doi.org/10.15410/aijm%2F2017%2Fv6i2%2F149991