Abstract:

Globalization contributes to the modernization of marketing communication. Modern trends in international marketing communication practice lead to new technological approaches and the development of more sophisticated tools. The purpose of this paper is to investigate the introduction of new approaches in marketing communication due to the period of dynamic expansion of new technologies and their application in international practices. The promotion tools must be used in a unified way. This confirms the trend towards integrated marketing communications. The present study explores, analyzes and describes, by means of desk research, the marketing communication power and outlines the basic concepts related to the theory about the new modern trends in terms of marketing communication. This article assesses, by a theoretical exploratory research, the attitudes of consumers from different countries, as well as Chinese advertising, marketing communication of the Czech environment, Danish banks, Latvian and Montenegro market. We also, aim to analyze communication in terms of Romania's cultural heritage, communication techniques of Spanish marketers, the characteristics of the development of integrated communication in Russia, as well as marketing tools in the Slovak business environment.