Contemporary Trends in Marketing

Among other things, there is a phenomenal metamorphosis in the behavior of individuals and organizations worldwide because of frequent lockdowns and mandatory social distancing. Most businesses were conducted on virtual platforms; educational institutions switched to web-based teaching, and consumers used click-of-mouse for buying products and services. Viewing from the lens of consumers, this book focuses on the changes in consumer behavior we label “Contemporary trends in Marketing” which showcases in-depth analysis and discussions with renowned marketing scholars on how businesses planned to survive during the pandemic. It discusses how businesses redefined marketing growth opportunities in post-COVID worldwide through a symbiosis between humans and technology.

The marketing landscape has changed in a concrete and abstract ways since the foundations of marketing theory and practice emerged in the twentieth century. The proliferation of digital technology, globalization, concerns for the environment and other micro and macro shifts have sparked cultural, economic and political instability that show little sign of settling. Into this already dynamic marketplace environment, the 2020s opened with the COVID-19 pandemic, which affected every aspect of personal, professional and organizational life. As we emerge from the acute effects of COVID-19 and grapple with this time after-COVID it becomes increasingly clear that instability and uncertainty remain fixtures of any ‘new normal’ we might imagine or pursue. Building upon prior research on transitional learning and liminality, this chapter distinguishes between the temporal aspect of the time after-COVID and post-COVID as a locale for seeking to understand new ways to navigate marketplace disruptions in a mutable marketing environment. We draw from conceptualizations of another such locale, the postdigital, and introduce a Model of Transitional Learning Spaces as a lens for understanding the potential that marketplace disruption holds for learning and transformation. Finally, recommendations for future research, practice and pedagogy are discussed to spark further exploration of these important, yet under-researched topics.

The availability of digital channels and physical stores has given a wider scope for media distribution as well as choices to the consumer. This hybrid strategy has raised many important questions for marketers and policymakers, notably, whether digital distribution channels will cannibalize physical sales or vice-versa and whether legitimate digital distribution channels will dissuade consumers from using (illegitimate) digital piracy channels This changing landscape is the act of looking at customers and prospects from the perspective of tapping them through either digital or physical channels. Thus, companies are forced to adjust their strategies and tactics to win business development at both marketplaces. It helps marketers to sell their products by integrating technology and physical presence, planning for new product developments, mapping the consumer journey, understanding their future expectations, and many other interesting ways. Hence, it is imperative to think about how technology and physical presence can be combined for a better outcome. This research is intended to act as a springboard for both practitioners and scholars on exploring the new combined strategies as well as critically evaluate the learnings from the existing strategies that are a combination of both digital and physical practices.

The global coronavirus pandemic served as the catalyst to an already rapidly developing disruptive digitalization of business and consumers. The ensuing digital innovations are occurring at a pace never experienced and are transforming all aspects of business, government, and society. Three of these innovations, Industry 4.0, Web 3.0, and Artificial Intelligence have a profound impact on the future of the global economy. An overview of these innovations provides a baseline for understanding their impact on the future of consumer behavior.

Nation branding is imperative in current times. Over the years, governments have engaged in brand-building efforts with the effective use of soft power as a central component. However, the prolonged nature of the COVID-19 pandemic has posed a challenge to these efforts and prompted nations to reevaluate their branding strategy and soft power techniques. In the midst of this crisis, there is a ubiquitous deluge of disinformation that poses a threat and exacerbates the situation through divisiveness, hate speech, and offline violence, all of which have a devastating effect on a nation’s reputation. Recognizing the gravity of this issue and the imminent need to combat the disinformation menace while advancing nation branding efforts, this chapter draws comparisons between the infodemic and the pandemic while highlighting the features behind the rising power of social media and its dark side. It then discusses the threat of disinformation to a nation’s soft power and branding efforts, as well as the measures taken by nations to combat the menace. Noteworthy instances of nations that have been affected by the crisis of disinformation, as well as those that have set an example in countering disinformation and constructing strong nation brands are discussed. The discourse serves as a motivation for researchers evaluating the various facets of nation branding and provides branding professionals with direction for advancing nation branding efforts by navigating the threat of disinformation.

The world economy received a significant boost during the late eighteenth century with the advent of the Industrial Revolution, which introduced automated manufacturing processes.

Sustainable marketing has gained much importance over the years due to environmental degradation, rising government and corporate marketers’ concerns, and initiatives adhering to environmental standards. Worldwide, companies are taking sustainable initiatives to contribute positively towards sustainable development goals (SDGs). This chapter discusses the evolution of sustainability marketing against the backdrop of development goals. Further, this chapter covers the reinvention of marketing decisions that address sustainability issues. Sustainable consumption, the role of the government, and major issues and challenges in practicing sustainable marketing are the other relevant discussions covered in the chapter to provide a comprehensive understanding of delivering value for all through sustainable marketing.

“More than 200,000 tweets have been shared since last month calling for people to spurn the movie with the hashtag #BoycottLaalSinghChaddha,” reported The New Indian Express, a prominent newspaper, on August 5, 2022.