 Changing marketing landscape, marketing doesn't happen in an isolation, marketing doesn't happen in a vacuum, marketing happens in the society, society is changing. There are various things which has changed the marketplace. So here we are discussing that what are the various factors and what are the latest trends which are changing the marketplace. There are certain major developments, like digital age, rapid globalization, ethics and social responsibility, not for profit marketing. Let's look at them one by one. First is digital age. It is said that today's era is digital age, it is the era of the internet. So there is technology which is booming and has created a digital age. There is an immense growth in computers, communications, information and other digital technologies. This has a major impact on the ways companies bring value to their customers. Marketers and consumers along the globe are connected to each other through web and video conferencing. So technology and digital age have impacted all aspects of society. But the most impacted is business, marketing. You can see that the media of marketing is changing. We are moving towards social media from mainstream media, for our advertisement and communication. Through the internet and through social websites and through various blogging, companies are directly interacting with customers. Earlier, you provided news and TV. Your communication was a one-way communication. But in this digital age, your communication is a two-way communication. And the companies are interacting, taking feedbacks and direct responses with customers. And through their websites, through their Facebook pages, they are sending complete information. Not only in our country, but also in foreign countries, with all of you related to customers and maybe with the competitors. So this technology has helped us to globalize. Globalization is widely used in every field. Similar is with marketing. For the companies, it has become easier to globalize their marketing strategies. And the locally prevailing ones are influencing the marketing strategies that are being used globally. The relationship of customers and partners, partners who are your supply chain members, who are your suppliers, who are your distributors, marketers are taking fresh look at the ways they relate with the broader world around them. Many marketers are connected globally with their customers and partners. The international trading activities, which were quite difficult before, were easy due to technology. And the customers are now using international platforms to buy the products they like. Similarly, the suppliers and sellers are also facilitating through eBay, Amazon, Alibaba to sell their products. So marketers are becoming increasingly international in nature. The customer doesn't consider himself a customer of a country, he considers himself a global customer. And his expectations have increased because he is exposed to the international marketplace. Today, he says that if the safety standards of cars in the world are in airbags, then my car doesn't have airbags. Now it is very easy for him to know the value of any car in the world. And he can compare why I am being charged a higher price than X country customers. Then, the role of ethics and social responsibility is also becoming more and more. And companies are categorized by their marketing policies, production policies, business policies, to what extent they are ethical and to what extent they are unethical. What is the number of corporate social responsibility? How much socially responsible a company is. And these considerations, ethical and social considerations, they are now directly impacting the customers buying behavior. The customer prefers those companies who are socially and ethically responsible. The worldwide movement of consumerism and environmentalism have matured and marketers are being called upon to take greater responsibility for social and environmental impact of their action. What they are doing is not causing any harm to the environment. Like this ban on the plastic shopping bags. If there is a retailer who is still using plastic shopping bags, then the modern customer doesn't appreciate it. In fact, he understands that this is playing a role in environmental pollution. Similarly, the companies and marketing firms are taking ethical behavior, socially responsible and they want the environment to be protected. And then they market their objectives and strategies in a better way. They win a better position in the hearts and minds of the customers. Similarly, we have seen another trend in the modern era. It is not for profit marketing. First, the marketing was mostly related to business. And business is always for profit. But now, the big charities, big organizations, hospitals, religious institutions, providers of food, they also do marketing campaigns for donations, for fundraising. So that has also become a part of the new environment, new marketplace. In past, marketing has been most widely applied in the for profit business sector only. But in the recent years, marketing has become a major part of the strategy of many not for profit organizations like hospitals, colleges, universities, education institutions, of an age. So this particular aspect is also becoming very competitive in order to get the charities, in order to raise funds and have donations to run these nonprofit organizations.