New theoretical concepts of marketing communications in the context of globalization processes

Abstract

All over the world the market of marketing communications (MC), especially advertising, is saturated, cluttered with different types and contents of messages. Consequently, integrated marketing communications (IMC) are becoming more indispensable and useful. Besides, there are fierce discussions about the tools and approaches to be applied in achieving marketing goals. Under the globalization of economy the concept of “integration” in general and in marketing context, and also new aspects of IMC gaining more significance for achieving marketing goals and promoting efficiency. The authors have ac-complished a survey and concluded that standardization is acceptable just in the case when specific ele-ments are used, taking in account that the positioning and marketing elements have to be localized; locali-zation determines efficiency in specific markets and its factors are very important under globalization; the new term ‘glocalization’ offers great opportunities in the standardization/adaptation issue; One of the suc-cess keys in global marketing issues is a comprehensive, synergic MC provided by an IMC program.