In this paper the authors analyze the process and stages of development in contemporary marketing communications. Communications represent the “voice” of a product/service or brand that the company desires to promote. However, under the influence of the increasing fragmentation of world markets and the media, reinforced global competitive struggle, technological advances in the field of telecommunications, there is a significant shift in profiling the communication mix, in terms of adopting the concept of integrated marketing communications, which should create the basis for communication strategy towards target audience, with a goal to significantly improve the effectiveness of marketing strategies
