THE CHANGING DIMENSIONS OF MARKETING IN THE CONTEMPORARY BUSINESS ENVIRONMENT

Abstract

Marketing has undergone a significant transformation in response to economic globalization, technological advancement, and changing consumer behavior. Once limited to the promotion and sale of goods, marketing has evolved into a strategic process centered on value creation, relationship building, and long-term customer engagement. This research article examines the evolution of marketing, its key dimensions in the contemporary business environment, and the challenges and opportunities faced by marketers today. The study highlights how digitalization, ethical considerations, and consumer-centric approaches have reshaped marketing practices and emphasizes the importance of adaptive strategies for sustainable business growth.