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Humanities and Social Sciences Letters

June 2017, Volume 5, 2, pp 36-42

Marketing Communications in 21st Century: Trends & Strategies

Mohammad Tariq Intezar

Mohammad Tariq Intezar 1

  1. Assistant Professor ,College of Business Administration-Hotat ,Prince Sattam bin Abdul Aziz University, Kingdom of Saudi Arabia 1

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Pages: 36-42

DOI: 10.18488/journal.73.2017.52.36.42

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Article History:

Received: 05 December, 2016
Revised: 19 January, 2017
Accepted: 22 February, 2017
Published: 13 March, 2017


Abstract:

In the recent time marketing communication, challenges need to develop obsolete business practices and create some new ones, and even stop using conventional wisdom that has proven obsolete. The pace of change is increasing and marketing communication must reflect those changing effects if it is relevant in the twenty first century. What need to change are not the only tools of marketing communications, although the impact of information technology and rapid broadcast communication will cause change enough. Advances in communications technology, increased interaction between buyer and producer and increasing integration of marketing communication will lead to change in both the levels and the impact of communication. However, marketers must also change the ways what they plan for communications and recognize the strategic implications of the shift in the power base that underpins communications. This paper attempts and discusses the main strategic issues that arise for marketers in the twenty first century such as the World Wide Web, the net, social changes and technological change encompasses more issues than information technology, cellular phones, new print technology, hologram and new media will also have a major impact in the twenty first century marketing communication.

Contribution/ Originality

Keywords:

Communication, Marketing communication, Communication system,Twenty first century, Technology, Trends.

Reference:

  1. Blythe, J., 2006. Essentials of marketing communications. 3rd Edn., London: Prentice Hill.
  2. Panda, K.T., 2007. Marketing communication in market, marketing management: Text and cases Indian context. 2nd Edn., Excel Book India.
  3. Schultz, D. and P. Kitchen, 2000. Communicating globally: An integrated marketing approach. London: Macmillan Business.

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Funding:

This study received no specific financial support.

Competing Interests:

The author declares that there are no conflicts of interests regarding the publication of this paper.

Acknowledgement:


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