The Future of Marketing Communication. An International Perspective

      Аннотация: Marketing communication is perhaps one the most important areas of an organization’s toolbox helping it to establish a connection with its existing and potential customers. This is also an area, which researchers consider to be the most controversial issue due to its continuous changes. From the moment a company starts to breathe its every action communicates, its products, its services, its customer care program, its prices, its distribution, everything it does projects a message to its customers. One could argue that there is no special need to focus on marketing communication alone, if the abovementioned areas are in need of refocusing to meet the expectations of customers. Nevertheless, while this being true it only emphasizes the rethinking and reinventing of the tools of the promotion mix. Their practice in a way best suited to meet their objectives is crucial to all organizations regardless of their size and financial capabilities.

Ключевые слова: Global megatrends, business environment, marketing communication, future trends