Review article

DIGITISATION, TRENDS AND FUTURE OF MARKETING

Jana Naščáková orcid.org/0000-0003-4778-0086 ; University of Economics in Bratislava, Faculty of Business Economics with seat in Košice, Department of Commercial Entrepreneurship, Slovakia
Naqibullah Daneshjo orcid.org/0000-0003-3357-6738 ; University of Economics in Bratislava, Faculty of Business Economics with seat in Košice, Department of Commercial Entrepreneurship, Slovakia
Erika Dudáš Pajerská orcid.org/0000-0002-2923-4367 ; University of Economics in Bratislava, Faculty of Business Economics with seat in Košice, Department of Commercial Entrepreneurship, Slovakia

Abstract

One of the ways to succeed in the competitive environment is more effective communication with target customers. The rapid development of technologies offers ever greater opportunities to explore behavior, perception and emotional engagement of customers. The development of communication technologies coupled with the use of direct advertising targeting offers the possibility of adapting marketing communication to both the target segment and the media that communicates to consumers. The paper describes selected marketing trends and marketing methods in a digital age and a future.

Keywords

Marketing; digitisation; trends

Hrčak ID:

228717

URI

https://hrcak.srce.hr/228717

Publication date:

28.11.2019.

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