Editorial

摘要

Technological advances and the speed with which new technologies are being embraced by the corporate, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for marketing. With this in mind, the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The buzzword of globalisation holds no meaning without the concept of what is being termed as 'digitisation'. This provided the context for the National Conference on Social Media and EMarketing which was organised by the Jaypee Business School, at Noida, on March 1, 2014.