Trendy rozvoja marketingovej komunikácie
The Trends of Development of Marketing Communication

Summary/Abstract: Advertising originated together with the beginning of the market in ancient society. Over the centuries the means of advertising have been changing and new methods have formed the profile of advertising till our days – to present system of marketing communication. The trends of the development of advertising in the XXI century are – the integrated marketing communication, transition to global marketing and advertising, transformations in the marketing mix (change of the importance separate activities), technical improvement of advertising vehicles and increase of importance of the social marketing. But the crucial role in all these fields still belongs to the particular advertising.

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