MARKETING PARADIGM: TRANSITION FROM MC TO IMC

Abstract

A major change is occurring in marketing in general and also marketing communication (MC) due to the digital revolution and increased sophistication of consumers. In the paper the authors state that because of the prevalence of this marketing trend the systematization aspects of marketing communication integration and new marketing communication methods/approaches in the theoretical level declare about their urgency for better interpretation of marketing communication structure in marketing practice. In the authors’ opinion it is important to respond to this paradigm shift with enhanced integration and correct use of MC in order to maximize marketing efficiency. Integrated marketing communications (IMC) are capable of solving a wide range of problems in urgent marketplace. That is why the new marketing paradigm approach and analysis underline the importance of IMC development and implementation in companies. The aim of the paper is to reveal the importance and exigency of a new point of view on MC in general and its use in modern market – the integrated approach. Following the accomplished survey, the authors propose to establish an innovative point of view for defining and achieving companies’ aims according to the changes dictated by marketing paradigm.

DOI: http://dx.doi.org/10.5755/j01.em.17.3.2128