AN INVESTIGATION ON MARKETING COMMUNICATION WITH POSTMODERNISM IN THE GLOBAL MARKET

Abstract

Today, global markets offer many opportunities to all entrepreneurs in the world. In order to be successful in global markets, needs outside the country should be identified, customers should be found and related products should be produced. Producing outside the borders of the country, being in the market, supplying raw materials, transportation, customs, proximity to consumers, effective control of the supply chain and provides advantages such as cost. Therefore, global investments allow companies to create strong and permanent brands in foreign markets. Operating in global markets will reduce the internal market risks of companies and will be less affected by the problems that will occur due to the decrease in demand in the domestic market or the superiority of competitors. The companies that provide the best communication with the customer in the global market are successful, so the subject of marketing communication is a field of study where all companies are meticulously focused.The aim of this study is to reveal the importance of changing and developing marketing communication understanding with globalization and to add new ideas emerging with technological developments. For this purpose, the findings in the literature were reviewed and document analysis method was applied in the study. Findings, on the other hand, differentiated customer requests and desires have changed in the global market over the years. It has become easier to reach the masses thanks to developing technological opportunities. Global brands are in an effort to establish superiority over their competitors with different strategies in line with the increasing competitive environment.