Abstract:

Nowadays, marketing is no longer just a system of few limited opportunities to reach customers. Marketing communication is probably one of the most visible elements of the marketing mix. Appropriate communication can create favorable feelings and emotions that can encourage consumers and lead to the purchase of products. V skutočnosti môže komunikácia fungovať ako most medzi obchodníkom a spotrebiteľom. The objective of the article is to summarise the theoretical summary of the issue of marketing communication and new trends in marketing, as well as the use of traditional and modern marketing communication tools in the promotion of travel agencies operating in the Slovak Republic from the perspective of consumers.