Abstract:

Marketing communication and marketing are influenced by their environment, especially social development and development of informational technologies. To anticipate and meet the needs of current and potential consumers, enterprises must be able to reach specific target segments through selected marketing communication tools. Today, thanks to the unlimited possibilities of the Internet and information technology companies have new opportunities in the sale, distribution, and especially in communication with its customers. The aim of this paper is to identify and highlight the effect of selected trends in marketing and marketing communications to consumers' buying behaviour.