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Contemporary Issues in Strategic Marketing

In: Strategic Marketing Management

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  • Emmanuel Mogaji

    (Keele University)

Abstract

This chapter explores the most pressing contemporary issues that are reshaping the landscape of strategic marketing. It introduces a strategic quadrant framework that categorizes these challenges across four dimensions: technological disruption, ethical and cultural responsibility, economic and regulatory pressures, and organizational alignment. Drawing on real-world examples and emerging trends, the chapter examines how globalization, sustainability, digital transformation, diversity, and shifting consumer expectations influence marketing decision-making. More than a diagnostic overview, the chapter also offers practical strategies for marketing leaders to address these challenges through ethical leadership, cross-functional collaboration, and forward-thinking innovation. Whether navigating data privacy, responding to economic instability, or embedding brand purpose, this chapter empowers professionals to lead responsibly and build marketing strategies that are both agile and accountable.

Suggested Citation

  • Emmanuel Mogaji, 2025. "Contemporary Issues in Strategic Marketing," Springer Books, in: Strategic Marketing Management, chapter 0, pages 379-419, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99367-1_13
    DOI: 10.1007/978-3-031-99367-1_13
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