Gradus

VOL 3, NO 1 (2016): SPRING (APRIL)

 

THE FUTURE OF MARKETING COMMUNICATION — RESULTS OF AN INTERNATIONAL RESEARCH


Gábor Rekettye

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 in the next decade.


Keywords

Keywords: Marketing, Communication, Global Megatrends, Business Environment, Questionnaire Survey,


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