Findings of an International Research on the Future of Marketing Communication

7 Pages Posted: 20 Nov 2018

See all articles by Gábor Rekettye Jr.

Gábor Rekettye Jr.

Metropolitan University, Budapest

Gábor Rekettye

University of Pécs

Date Written: September 8, 2016


The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the global megatrends, a comprehensive literature review was initiated. For understanding the future changes in marketing communication an experts questionnaire survey was carried out in four countries – Croatia, Finland, Hungary, and India – in 2015. For the purpose of this paper, the data for Croatia, Hungary and India were picked out and analyzed. The research provided the possibility of comparing how experts and opinion leaders from the big emerging, and the two small transition countries evaluated the effects of the global megatrends on business environment, and how they thought the changed business environment would influence the future of marketing communication in their countries. The findings proved that the explored megatrends would have and important – however in the two regions differently evaluated – 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.

Keywords: global megatrends, business environment, development of marketing communication, future performance of marketing, management, market

JEL Classification: M30, M31, M37

Suggested Citation

Rekettye Jr., Gábor and Rekettye, Gábor, Findings of an International Research on the Future of Marketing Communication (September 8, 2016). 2016 ENTRENOVA Conference Proceedings, Available at SSRN: or

Gábor Rekettye Jr. (Contact Author)

Metropolitan University, Budapest ( email )


Gábor Rekettye

University of Pécs ( email )

Rákóczi út 80
Pécs, 7622

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