The Evolution of Marketing in the Rubber Industry: A Global Perspective

Abstract

This paper aims at analyzing the marketing history of the rubber industry from a global analysis of the switch from traditional marketing to modern marketing. In the past, promotional strategies employed in this industry included using print media advertisements, trade shows and direct selling focusing on the quality of their products and their ability. While today’s techniques focus on targeted online advertising, SMM, and data-driven customer outreach. Technological developments; globalization; and sustainable development issues in the area of marketing are described; with the resultant findings revealing the improvements and threats facing the discipline. Based on the findings of this study it can be asserted that digital marketing strategy, sustainable business management and the importance of knowledge of latest technologies for the company are vital factors to succeed in the global market.