Abstract:

Nowadays, services are an integral part of the daily life of people. Marketing communication plays one of the most important roles in the service sector. The competition in services is very high on both domestic and foreign markets. Mobile operators use traditional and new trends in marketing communication to present and promote their products and companies.  The objective of the paper is to provide a theoretical summary of marketing communication issues and selected new trends in the communication mix as well as to analyse the possibility of using selected communication mix tools in the promotion of mobile operators operating on the Slovak market from the point of view of the Slovak consumer.