Economics and Business Review

ISSN 2392-1641
e-ISSN 2450-0097

Poznań University of Economics - Poland

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Volume 2 (16) Number 4 pp. 65-76

Krystyna Mazurek-Łopacińska1, Magdalena Sobocińska2

1Wrocław University of Economics, Department of Marketing Research, Wrocław, Poland.

Marketing communication in the light of challenges brought about by virtualisation and interactivity

Abstract:

The development of marketing communication is multi-directional and its
new dimensions and forms are related to new business ideas, the growing use of the
Internet and the changing behaviour of media users. The article aims to show the main
changes in the field of marketing communication which are expressed through the
growing influence of the new media, the development and increasingly professional
character of marketing communication, both at the stage of ideas and forms, as well
as the organisation of communication actions by enterprises and other entities on the
market. This is tied to the changing role of the consumer in the marketing communication
process and their increased activity at all stages of the value management process.
Amongst the directions of marketing communication development and its increasingly
international and professional character – as manifested by various entities with a big
potential to advance creative businesses – should be noted as well. Moreover an intertwining
of marketing communication with pop culture is observable. The changes in
marketing communication presented in this article imply a new set of challenges for
marketing research. The article is based on a literature review and an analysis of selected
results of quantitative research conducted as part of the Internet in marketing
and the use of new technologies in cooperation between a firm and its clients project.

pub/2016_4_65.pdf Full text available in in Adobe Acrobat format:
http://www.ebr.edu.pl/volume16/issue4/2016_4_65.pdf
Keywords: marketing communication, functions of marketing communication, visualising marketing communication, consumer, creators of media content.

DOI: 10.18559/ebr.2016.4.4

For citation:

MLA Mazurek-Łopacińska, Krystyna, and Magdalena Sobocińska. "Marketing communication in the light of challenges brought about by virtualisation and interactivity." Economics and Business Review EBR 16.4 (2016): 65-76. DOI: 10.18559/ebr.2016.4.4
APA Mazurek-Łopacińska, K., & Sobocińska, M. (2016). Marketing communication in the light of challenges brought about by virtualisation and interactivity. Economics and Business Review EBR 16(4), 65-76 DOI: 10.18559/ebr.2016.4.4
ISO 690 MAZUREK-ŁOPACIńSKA, Krystyna, SOBOCIńSKA, Magdalena. Marketing communication in the light of challenges brought about by virtualisation and interactivity. Economics and Business Review EBR, 2016, 16.4: 65-76. DOI: 10.18559/ebr.2016.4.4