DOI: 10.5176/2251-2098_EMG15.3
Authors: László Józsa and Gábor Rekettye Jr.
Abstract: The objective of the research was to analyze and understand the most important global trends affecting the practice of marketing communication. The questionnaire survey was carried out in 2015 in four countries: in India, Croatia, Hungary, and in Finland. The international scope of the research gave the possibility to compare how experts and opinion leaders from emerging, transition and advanced countries evaluate the effects of the global megatrends on business environment, and how the changed business environment would influence the future of marketing communication. The findings prove that the global climate change, the after effect of the recession, the demographic changes, the proliferation of brands, the power shift in the global economy and the rapid technological development will radically influence the business and marketing environment, which will have and important effect on marketing communication. The content, the used communication tools and the spending on marketing communication are the fields where radical changes are expected.
Keywords: marketing communication, business environment, customer influence
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