Principles of marketing

These are exciting times in marketing. Recent surges in digital technologies have created a new, more engaging, more connected marketing world. Beyond traditional tried-and-true marketing concepts and practices, today’s marketers have added a host of new-age tools for engaging consumers, building brands and creating customer value and relationships. In these digital times, sweeping advances in the ‘Internet of Things’ – from social and mobile media, connected digital devices and the new consumer empowerment to ‘big data’ and new marketing analytics – have profoundly affected both marketers and the consumers they serve.