A marketingkommunikáció új eszközeinek alkalmazási lehetőségei a tej- és tejtermékek piacán

Abstract

The 21st Century is bringing several challenges to marketing, especially to the marketing communication. The author of this study estimates the role and importance of new methods in the field of marketing communication. The global economical crisis provides a unique opportunity and, at the same time, forces the companies to broadly apply these methods to more effectively deliver the positive brand messages. In this crisis today, the players in the economic life (small and medium-size businesses) should not reduce their marketing budget, but what is needed is a more reasonable and effective use of these more up-to-date and still developing methods.