Промененото потребление и промени в маркетинговите комуникации
The Changed Consumption and Changes in Marketing Communications

Author(s): Alexander Hristov
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: consumption; marketing communications; online shopping; communication strategies
Summary/Abstract: The publication will review the main changes and developments in consumption, mainly of fast-moving consumer goods, that have occurred in recent years and were intensified by the crises. This review and analysis will serve as a basis on which outlines of the developments of marketing communications will be presented (some of them as a response and others as stand-alone trends) – that will provide opportunities more effectively to reach consumers.

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