THE ROLE OF MARKETING IN CONTEMPORARY AND TECHNOLOGICAL SOCIETY

Abstract

This article explores the fundamental role of marketing in contemporary society, marked by technological advances and transformations in consumer behavior. It analyzes how marketing has ceased to be merely a sales tool and has become a strategic agent for connecting companies and consumers in a dynamic digital environment. The methodology adopted was descriptive bibliographic research. Through the personalization of messages, the use of data and artificial intelligence, current marketing influences consumer decisions, shapes social perceptions and contributes to the construction of closer and more humanized brands. The study also discusses the ethical challenges and social responsibilities of marketing in the information age, highlighting the importance of transparent and consumer-centered practices. It is concluded that, in the technological society, marketing assumes a decisive role in mediating between innovation, culture and the market.