Influence of social communications on changes in marketing concept

Abstract

In the article the influence of social communications on marketing concepts changing in the context of globalization development is considered. Using a combination of historical and socio-cultural approaches, the development of social communications was compared with the changing in marketing concepts. In order to trace the changes of social communications caused by the globalization, two globalization models were built (one for the period from the late 1980s to the end of 2000's and one to describe the current situation). It has been revealed, that a marketing concept, considered at a certain period as the basic one, is conditioned by the audience coverage, by its efficiency, and by the means of interaction that social communications and current global integration processes are capable to provide. Developing new, more effective social communications provides new opportunities for marketing activities and leads to the change of the basic marketing concept. Also, the main features of the most contemporary marketing concept "marketing 3.0" and of the business concept "Enterprise 2.0" which appeared due to the development of information technology and the new social communications (created through Web 2.0 technology) are presented. The positive and negative aspects of the concept "marketing 3.0" in the context of globalization development are shown.