Shashidhara D. et al., International Journal of Research in Management, Economics and Commerce, ISSN 2250-057X, Impact Factor: 6.384, Volume 08 Issue 2, February 2018, Page 60-65 http://indusedu.org Page 60 This work is licensed under a Creative Commons Attribution 4.0 International License Contemporary Issues in Marketing Management-A Conceptual Framework Shashidhara D. 1 and Dr. Chandramma M. 2 1 (Research Scholar, Karnatak University, Dharwad, India) 2 (Associate Professor, K U P G Center Haveri, India) Abstract: Marketing now a day becoming an important function in an organization is to boost the overall development of an organization. Marketing is a crucial part of every business organization. So as to make reach the product information and make aware the consumers about the product and company marketing is very important. Marketing is a important activity. Innovative marketing management style is essential for getting competitive advantage, for long term sustainability, for creating brand loyalty in the minds of consumers. The present study throws its light on the contemporary issues and innovations in marketing management. Regarding advertisement, promotion, products, services and sales what are all strategies are adopted by the business organizations. The paper deals with the concept of marketing management, evolution of marketing concept and the marketing strategies. As the whole business world going with digital marketing to cover the mass market area. The paper also deals with the challenges in front of business organizations for innovation in marketing management. And opportunities to make over the challenges for innovation in marketing management for adoption of best marketing innovative strategies. This paper also would like to mention some of hurdles in open innovation in marketing management. Keywords: Marketing, Marketing Management, Digital Market, Marketing Strategies, Consumer, Innovation. I. INTRODUCTION Marketing is the action or business of promotion and selling the products or services including market research and advertising. Marketing Management is the process through which goods and services move from concept to customers. Marketing Management is the part and partial of a business management .For achieving the major objectives of any business purely depend upon the kind and style of marketing done by the business organization. The Marketing Management is the process of formulating strategies and plans for the products, services, advertisement, promotion and sales to consumers. Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because” selling concerns itself with the tricks and techniques of getting people to exchange their cash your product. It is not concerned with values that the exchange is all about. The marketing orientation is a database concept. It perhaps the most common orientation used in contemporary marketing. It is a customer centric approach that involves a firm basing its marketing program around products that suit new consumer tastes. Firms adopting a marketing orientation typically engage in extensive market research to gauge consumer desires, use Research and Development develop a product attuned to the revealed information and then utilize promotion techniques to ensure consumers are aware of product’s existence and the benefits it can deliver. Marketing researcher use statistical methods(such as quantitative research, qualitative research, hypothesis tests, chi-square tests, liner regression, correlation co-efficient, frequency distributions, Poisson and binomial distributions etc) to interpret their findings and convert data into information II. REVIEW OF LITERATURE Jaspalsingh (2012) deals with the marketing research process, He tries to combine the both academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the millennium. These include redefinition of marketing researcher, internet market research and ethical issues in research etc. Manish Parihar (2013) explores the current trends in marketing management. He attempts to explain in brief about the marketing trends. The author throw the light on the concept of societal marketing. In this concept, company’s aims profiles while taking customer satisfaction into consideration in short term and human welfare in long term. The author also attempts to list few more trends like not for profit marketing, which is usually adopted by Universities, Non-Profit organizations and NGOs. The author explains the concept cause related marketing, in such marketing a company and a non-profit organization together start a marketing activity to draw people’ attention to an issue. Sports marketing are the use of marketing principles for or within the sports related environment. The