About the book
Technological developments alter the marketing field and strategies where consumers adopt and integrate these technological developments into their lives. This leads to an increase in their wisdom literacy and know-how levels, which transforms them into a more difficult consumer profile. They are not easily satisfied with only the product features itself, no matter how satisfactory it is, but they also seek conformity with their individual consuming patterns. Thus, the new marketing environment requires to create more superior value while reaching their consumers. Therefore, companies have to strategically plan all their messages in their campaign while reaching their target market/target audiences. Creating loyalty is not an easy issue anymore, hence traditional promotional mix elements alone are not enough to create long-term relationships with consumers. Companies have to put more emphasis for their corporate identity, image, reputation, and brand management under their marketing communication elements. Therefore, this book is both valuable for academic field, and for marketing communication experts to cope up with the new trends in marketing communication perspective.