AN OVERVIEW OF THE MARKETING ECOSYSTEM

Abstract

In the modern business environment, consumers tend to be influenced by market-related, technological, socioeconomic, geopolitical, and environmental factors that lead to attitudes and behaviors of consumers beyond the direct control of companies. Therefore, to improve adaptability, and sustainable development as well as to create sustainable value to attract customers, from the "outside" point of view, companies need to combine interdependent factors. In the decision-making process, strategies should be viewed through the lens of the marketing ecosystem and in partnership with different stakeholders. Because companies with a broad, agile mindset can develop better external capabilities. This study conducts a detailed review of the linking trends of the marketing ecosystem and proposes research directions in each field.