1) INTRODUCTION:This review gives a brief explanation of contemporary marketing theory, and it also elaborates literature review on.

Is Marketing, Networking? The key theme of this task, describes networking in relationship with marketing concepts, and moreover marketing is not only 4Ps but also something more than that, it then includes various theories like individualism, tribes, macro trends, capitals, cool, and climate. And I also consider initial defining aspects of contextual marketing which illustrates sociology, psychology, anthropology, economics, and competitive advantage strategy. WHAT IS ACTUALLY MARKETING?

2) SOCIOLOGY:It refers to collective behaviour, motivation, stratification (JDH,2009) Dellbridge(1994) explained that in order to understand the economic world the project of economic sociology has developed to make major contributions. There is comparison betweenmainstream economics and economics sociology the main point lies with the conception of the actor and of economic action. Economics sociologists, the actor is defined in the terms of relations and is socially embedded as a member of groups in society rather than the individual of mainstream economics. Economics sociology includes a range of economics action, in which rationality plays a key role. Marxian emphasizes the contribution of sociologists to the empirical study of consumer behaviour.

3) PSYCHOLOGY: It refers to the customer behaviour (JDH,2009).The psychology is how consumers think, feel, reason, and select between different alternatives(e.g., Brands, products); The psychology is how the consumer is influenced by his or her environment (e.g..; culture, family, sign, media)

The purchase of the product depends on the psychology of the consumer and the importance or requirement of the product. It also refers to the culture or trend of the society in which the consumer is living. The ads show more impact on the customer behaviour.

4) ANTHROPOLOGY: It refers to culture. (JDH,2009)Marketing culture is that firms overall culture that refers to the pattern of shared interests and values that helps the employees to understand and feel the market function. Marketing culture has defined as a multifaceted construct that encompasses the importance placed on the service quality, interpersonal relationship, organization, internal communication. (Webster,1993)

5) ECONOMICS: It refers to the creation of wealth (JDH,2009).Skouras,Avlonitis, Indounas(2005) Price is a main issue for both marketing and economics. The importance of the price is not only important a company or customers but for whole economy. Transaction is basis on the price may be considered from three distinct sides those of the buyers, the sellers and the wide industry and the economy. Three distinct sides to a price transaction refer: Buyers response to price. Firms determination of price. Industry or economy wide role of price.

6) CORPORATE STRATEGY:It refers to the competitive market (JDH,2009).El-Ansary(2006) defined corporate strategy is nothing but building an organization around the profitable satisfaction of customer needs has helped firms to achieve high growth in competitive markets. Market strategy is defined for our purposes as the total sum integration of segmentation, targeting, differentiation, and positioning strategies designed to create, communicate, and deliver an offer to a target market. It involves the following steps.
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Understand customer behaviour. Segment the market. Select target segments. Design the offer to fit target market needs; Differentiate the offer. Position it in the customers mind.

7) CONTEXTUAL MARKETING:Carson et al (2002,2003) researched to develop and to some extent operationalise much of the work in the field of contextual marketing. This concept posits that a parallel paradigm of the marketing function exits alongside that which is already known-however such a parallel and emergent paradigm has yet to be fully understood and indeed appears within the marketing text used with both the academic or small business development fields(decon,2002).It has long been accepted that small firms approach marketing in a different way to that of the target firm(Carson 1985,story 1994,carson at al 1995,Hill et al 1999,Stokes 2000a,Bjerke and Hultman,2002).

8) CONSUMERISM IN SOCIETY:Oshaughnessy(2002) expressed that a consumer society is defined as one of the accumulation and consumption of material goods. The term consumer society is used in pejorative sense; coming from the perception that such a society will inevitably be hedonistic. It is the instant gratification that we traditionally associate with hedonism. The term marketing is used by critics in this context, it is meant to cover all the ways used by marketing to tempt the customers in buying the product. The concept of marketing by critics rests on a purely outsiders view of marketing.

Identifying the actual /potential wants within a market or markets; segmenting the market into want categories and selecting market segments suited to the firms trust and core competences. Determining the offering to match the want of each segment selected.

Making the offerings available.

Cooperating with others to secure resources and support marketing plans.

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9) INDIVIDUALISM:The economic policy is conducted when individualism economics behaviour is consistent with the postulates of methodological individualism? Methodological individualism has been proposed by Hayek as a method to study society. It glorifies atomistic behaviour, putting emphasis on the idiosyncratic nature of information and knowledge. Hayeks mythological individualism as it is applied to individual action is basically correct and it should be considered as an important alternative to any economics paradigm at both micro and macro level. Hayeks has emphasized only one aspect of it and, as this is presented and justified, contradicts even his own methodology. The study has three purposes:

The approach of methodology individualism is presented as this has been developed by Hayeks. The implications of methodological individualism individualism economic behaviour are analysed. The effectiveness of economic policy is considered from the methodological individualism point of view. regarding

10) TRIBES:The Tribes are the communities of shared interest (JDH,2009).It need norms and values in cooperation and co dependence. cova cova(2002) drew on Maffesoli(1996) to introduce the idea of marketers that modern consumer society can be tribal terms. The core point is that need for community and social connectedness has become the priority over that of the material consumption objects. Tribes are held together by shared emotions and passions among networks of people. The binding source is shared passions, not demographic labels such as age, gender, and social class.

The term tribe is closely aligned to another marketing term called brand community. It is important to emphasise that the tribes are not necessarily centred on a particular brand or typically associated with notation of brand community. The Italian metro sexual tribe has a great range of products and active range across skin and hair care, fashion labels and mode behaviour and social participation. Tribal members can adopt four rules: a member of institutions(association, religious sects); a participant in informal gatherings(demonstrations, happenings); a practitioner or adopt who has quasi-daily involvement in tribal activities. a sympathiser or fellow traveller who moves with the vogues and trends and is marginally integrated into the tribes.

Tribal marketing can take aim at all the members of the tribes at once, or focus on a cross section with a view to reaching the whole tribe. It is the exchange of views of one another in which the qualities of the product is discussed with various people probably this is possible in workshops. So that various people with different ages, gender and cultures. The emotions, feelings are shared such that a new idea is generated to launch a new product or any modifications for the existing product. This helps the company to promote good and quality products.

Roles of tribe members

11) MACRO TRENDS:Macro trends are nothing but consumer trends, but majority forces that shape our societies. Macro trends are the broad forces of change that create future context of todays world. (JDH,2009) According to Florin,Callen,Mullen and Kropp (2007) for Megatrends a Brand plays in consumers lives than on the product itself. By taking a broad view of macro trends and how it influences the consumers the market is the good place to begin. Consumer behaviour has changed, there are different messages sent out into the world.

High-Low Consumerism-Luxury is available for all, as is the uptake of low cost goods.
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Individualism-As the days of mass market have gone. New technologies have enabled consumers to customize products, create their own products and approach the market place on their terms. Choice overload-since two decades it may seem like a crazy dream. According to Joe Pine of mass customization fame said many years ago Customer doesnt want Choice They just want whatever they want. For companies the tough decision is to determine what the exact customer choice is. Gender Complexity-Roles have changed and are changing more. Men are becoming more feminized, at least in terms of more traditional concepts of femininity. Women are asserting themselves, working hard and generally talking on attributes once considered masculine.

12) CHOICES:Choices play a key role in the today marketing. As each customer have different choices. Individualised society causing choice explosion has shopping gone mad the boring things have made more complicated and further know how customer make choices. (JDH,2009) The countries like India, china which has huge market have different cultures so according to these consumer choices buying dependents. In this colour plays a major role as the selection of the consumer liking and disliking depends. Example:In India, earlier consumer used to buy non-metallic cars but since last 6 years trend is changed consumers preferring only metallic cars. This only due to various range of colours available. Marketing practitioners have often turned to colour consultants to help them to determine product colours that appeal to the customers. Igloo Products Corporation used a colour consultant to develop coloured coolers for the firm. Igloo got 15% increase in their sales (lane,1991).Similarly other firms have examined consumer colour preferences in order to determine their products colour or colour range.

13) FOUR Ps OF MARKETING:7

The four Ps of refers to the product, place, promotion, price these are used to meet the target marketing. The marketing mix would be developed within the constraints of the internal and external environments; this is the managerial approach by McCarthy (1960). The introductory marketing texts usually suggest that all of the 4Ps are equally important. udell(1964) found that business people considered product to be the most important p which is denoted by promotion, price, and place. Earlier in 1960, Kotler and luck were recommended a consumer behaviour course and they recommended the development of the following courses. Marketing intelligence Marketing communications(promotion) Marketing channels(distribution)

Kotlers recommended that a product management course includes. A capstone marketing management course was also being recommended. It is the study found that principle of marketing; its research, marketing management, and consumer behaviour are by the most offered, marketing courses.

14) CONCLUSION:In conclusion, it is true that marketing is networking by taking all the aspects into consideration. The above review gives explanation why marketing is related to networking? And hence it is also judged that networking in relationship with marketing concepts; moreover marketing is not only four Ps but also something more than that, the theories used in this review individualism, tribes, macro trends, and choices explain about the consumer choices, culture and expectations what the consumer actually expecting. The initial defining aspects of contextual marketing sociology, psychology, anthropology, economics and competitive advantage strategy also helped to prove marketing is networking. In order to launch a product in the market company needs to establish network with the other companies so that it can understand the employees, individual requirements, to create the market demand. If the company fails to understand the customer needs it cannot fetch in the market hence it need to understand the situation of the other companies what new products are they launching. Regular
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feedbacks should be taken from the consumer so that they can improve their standards.

15) BIBLOGRAPHY:9

 DELLBRIDGE,R.(1994)The Handbook of Economics Sociology European Journal of Marketing,vol.36 pp.738-740 (JHD,2009) J H DEACON INNOVATIVE MARKETING AND THE FUTURE 2008 Marketing Futures-1 Webster, C. (1993), Refinement of the marketing culture scale and the relationship between marketing culture and profitability of a service firm", Journal of Business Research, Vol. 26 No. pp.111-31. SKOURAS,T. AVLONITIS,G.J & INDOUNAS,K.A(2005) Economics and marketing on pricing Journal of Product & Brand Management,vol.14 pp.362-374 EL-ANSARY,A.I(2006) Marketing strategy European Business Review,vol.18 no4 pp. 266-293 OSHAUGHNESSY,J. OSHAUGHNESSY,N.J(2002) Marketing,The Consumer Society And Hedonism European Journal of Marketing,vol.36 pp.524-547 PAPANIKOS,G.T(1998) Methodological individualism, economic behaviour and economic policy International Journal of Social Economics,vol.25 pp.1342-1352 FLORIN.D,CALLEN.B & MULLEN.S(2007) Profiting from megatrends Journal of Product & Brand Management,vol.16 pp 220-225 GROSSMAN,R.P.WISENBLIT,J.Z(1999) What we know about consumercolor choice Journal of Marketing Practice:Applied Marketing Science,vol.5 pp 78-88 KELLERMAN, B.J.GORDON,P.J & HEKMAT.F(1995) Product and pricing courses are underrepresented in undergraduate marketing curricula Journal of product & Brand Management,vol.4 pp.18-25 carson,D91985),The Evolution of Marketing in small Firms, European Journal of Marketing 19,5pp. 7-16.

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 Cova, B. and Cova, V. (2002), Tribal marketing: the tribalisation of society and its impact on the conduct of marketing, European Journal of Marketing, Vol. 36 No.5/6, pp. 595-620.

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