The Contemporary Issues in Marketing

One of the most fundamental roles of marketing within an enterprise is to ensure that the processes adopted by a firm succeeds in creating value to their customers, by meeting their needs. Thus the term is not only restricted to selling of the products, but also extends to ensure that the customer receives some kind of benefit out of it (Silk, 2006). This fact can be documented with various examples in the recent times, which substantiate and reaffirm the extended role of marketing in contemporary times. The scope of marketing as an integral corporate activity has now completely transformed to include relationship based marketing as well. This paper will be focusing on all the aspects as well as issues related to contemporary marketing. Furthermore, other critical issues such as the