The future performance of marketing communication - a comparative study

The objective of the research was to analyse and understand the most important global trends affecting the practice and performance of marketing communication. The questionnaire survey was carried out in 2015 in four countries: in India, Croatia, Hungary and in Finland. The international scope of the research provided the possibility to compare how experts and opinion leaders from emerging, transition and an advanced country evaluate the effects of the global megatrends on business environment and how the changed business environment would influence the future of marketing communication. The findings prove that the global climate change, the after effect of the recession, the demographic changes, the proliferation of brands, the power shift in the global economy and the rapid technological development will radically influence the business and marketing environment, which will have an important effect on marketing communication. The content, the used communication tools and the spending on marketing communication are the fields, which will influence the performance of the companies' marketing communication and where radical changes are expected.