The New Marketing Realities and the Major Marketing Forces

Abstract

Companies and businesses operate in a competitive environment. Market forces are shaping new marketing realities for companies. The objective of the study is to conduct an analysis of the various aspects of the market forces viz. technology, globalization, physical environment, and social responsibility, and how these forces are shaping the new marketing realities. The methodology adopted is a conceptual analysis of the various aspects of the market forces and the new marketing realities. Companies adopt initiatives and strategies to convert the challenges into opportunities. Academicians may analyze and suggest effective ways to understand the market forces and the new marketing realities. Companies and practicing managers may analyze how the market forces are shaping the marketing realities and the marketing landscape. They should adopt strategies and initiatives which help them to achieve business excellence in the long run.