Contemporary Issues and Challenges in Marketing Environment Worldwide

Pınarbaşı F.

in: Handbook of Research on Managerial Thinking in Global Business Economics, Hasan Dinçer,Serhat Yüksel, Editor, IGI Global, Pennsylvania, pp.22-40, 2018

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2018
  • Publisher: IGI Global
  • City: Pennsylvania
  • Page Numbers: pp.22-40
  • Editors: Hasan Dinçer,Serhat Yüksel, Editor
  • Istanbul Medipol University Affiliated: Yes


Investigating contemporary issues in specific scientific areas is a continuing concern within understanding underlying conditions and decision making. In the last few decades, human beings have witnessed intense technological developments. The main challenge faced by marketing scholars and practitioners is how developments and changes would affect consumer and brands as an integral relationship in different contexts. This chapter examines contemporary issues affecting managerial and innovative thinking in marketing environment. In this study, the concepts of technology, social network/social media, consumer, and brand are central to contemporary issues and challenges in marketing environment. In a descriptive approach, sub-concepts of main concepts are discussed, Then selected studies and questions about future researches are stated. This study offers an integrative approach and important insights into marketing issues and marketing management.