ABSTRACT
Like many other nations, Korea currently finds itself in a highly complex and turbulent environment, characterised by a diverse range of influences and concerns. These complexities, which include changing customer values and orientations, economic stagnation, environmental decline, increasingly harsh global competition and an assortment of other economic, political and social problems, are creating progressively greater demands upon Korean business firms. In response to these rapidly evolving strategic and competitive demands of the twenty-first century, many Korean firms are now purposefully modifying their approaches to marketing.
