Impact Of The New Marketing Landscape On Ethiopian Firms

This study basically deals with the impact of the new marketingrnLandscape on local firms. The new marketing arketing landscape comprises: thernnew digital age, rapid globalization, the call for more ethics and social rnresponspon sibililty, and the growth in not- for profit marketing.rnThe researcher is mainly initiated towards this topic, because he hasrnwitnessed most of the local firms being affected by the new developmentsrnin the global and local market places.rnThe research is conducted by using the descriptive method of research.rnBoth primary and secondary data are used in gathering information forrnThe study. The primary data is mainly collected from the managers ofrnselected firm s and sample customers. The secondary data is collectedrnfrom the documents and publications o f various governmental and nonrngovernmental agencies . The data were analyzed by the use of somernstatistical tools.rnFrom the data analysis and interpretation it was extracted t h at thernimpact of there a paid g globalization o n local firms is high; on the other hand rnthe local firms are not responding well to pressure coming from the newrndigital age. On the other hand the impact of the call for more ethics and rnsocial responsibility is limited.rnBased on the above findings the researcher has forwarded some usefulrnrecommendations .

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