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Fundamentals of Marketing
Author(s):
Fatima Aleena
Designation:
Student
Country:
India
Abstract:
In an era dominated by technological disruptions, volatile financial markets, and rapidly evolving consumer behaviour, the relevance of traditional marketing fundamentals is increasingly questioned. This study investigates the continued applicability and significance of core marketing principles across diverse domains, including financial markets, cryptocurrency dynamics, luxury brand management, creative marketing processes, and macroeconomic influences. Drawing on a comprehensive literature review and multiple empirical case studies such as the 2013 taper tantrum, the global financial crisis, and capital flow sensitivities in emerging markets this research finds that marketing fundamentals remain essential in understanding investor behaviour, managing creative constraints, and maintaining brand integrity. The findings reveal that countries with strong macroeconomic fundamentals experience less financial distress, constraints can enhance creative problem-solving when well-managed, and luxury brands must distinguish themselves clearly from mass-market offerings to retain their value. Moreover, the study highlights how shareholder rewards have increased at the expense of labour, signalling new challenges for ethical brand communication. Overall, the research underscores that while tools and platforms evolve, the foundational principles of marketing continue to offer critical insights and strategic value across disciplines.
Keywords:
Marketing Fundamentals, Creative Constraints, Macroeconomic Factors, Financial Markets, Luxury Brand Management, Cryptocurrency, Investor Behaviour, Capital Inflows, Strategic Marketing, Economic Fundamentals
Domain:
Business Administration
Published In:
Volume 2, Issue 3, (May-June 2025)
Published On:
18 June 2025
Citation:
Fundamentals of Marketing - GJMS Volume 2, Issue 3, May-June 2025.
DOI:
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