Marketing Communication of Brands and Products in the New Era

Abstract

Communicating with prospects and customers is becoming increasingly challenging ... or is it? In the new era, marketing communication (MC) of brands and products may be becoming significantly easier, and in some instances cheaper, more targeted and more interactive. New forms of communication and new research into existing forms of communication may enable companies to more effectively and efficiently communicate with their audience. The articles put together in this special issue which deal with issues relating to sports marketing communications, communications via social media and branding communications have been chosen from accepted papers presented during the 4th Euromed Conference held in Crete in 2011.