ON MODELS OF CONSUMER’S REACTION ON COMMUNICATION TOOLS - IN THE CONTEXT OF NEW MARKET REALITIES
ON MODELS OF CONSUMER’S REACTION ON COMMUNICATION TOOLS - IN THE CONTEXT OF NEW MARKET REALITIES

Summary/Abstract: Evolution of tools of digital communication means not only new practical opportunities, but also it creates big challenge for classical theory of marketing, not only marketing communication. Sometimes an answer to these challenges is proposals to abandon some traditional standards, sometimes it is proposals to modify them and finally, as easy way, just developing new theory without any references to the past. The thesis in the paper is that new digital tools require new approach to both the overall theory of marketing and especially to fundamentals of marketing communication theory. Other thesis is, however, that e-communication shouldn’t be regarded as a substitution for traditional communication, but instead, it should be fruitfully combined with it. The paper represents some conceptual framework aiming at explanation of what, objectively, should be modified in classical models of consumer’s reaction on communication tools.

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