TITLE:
Sovereign Marketing: A New Strategy of Marketing
AUTHORS:
Gouher Ahmed
KEYWORDS:
Sovereign Marketing, 21st Century Marketing, Consumer Oriented Marketing Strategy, Indian Marketing Dynamics, Marketing Deal, Emerging Market
JOURNAL NAME:
Theoretical Economics Letters,
Vol.7 No.5,
August
18,
2017
ABSTRACT: The importance of “sovereign” consumerism is well
established in business and marketing theory. It is a familiar business saying
that the consumer is the king of the market or market king, which is truer in
theory rather than in realty. But this myth appears to be turning into reality
with the rise of free market philosophy, all over and the consequent intense
competition at home and abroad, which, the father of business science, Adam
Smith presumed to be most conducive for the growth of national wealth and
welfare. Sovereign marketing
(SM) is the new strategy of consumer oriented marketing intended to give the
new and best deal through the new and multiple feature commodities, etc., which
form the thrust of this paper. It is to highlight this changing marketing
scenario with the help of new marketing methodologies of high advertisement and
24/7/365 direct marketing, which indicate the consumer getting the best deal in
the new 21st century marketing from which sovereign marketing found to be the
best marketing type for social good.