Conceptualising Marketing Communication in the New Marketing Paradigm

Following this articulation, the study considers computer-mediated marketing environments as a technological development that increases the options for marketing communications. Placing marketing communication and computer-mediated marketing environments within a historical context of technology as consistent with social constructivist framework rather than thinking about the medium as an isolated phenomenon, builds the base for understanding the opportunities and difficulties associated with marketing communications and the Internet in contrast to capabilities for marketing prior to the Internet. The current study indicates that marketing communication in the computer-mediated marketing environments possess some fundamental uniqueness, which are ancillary and augment the consumption processes. The study proposed a conceptual framework for understanding marketing communication trajectory in the evolving interactive marketplace. The framework proposed provides a new base for developing a wide range of marketing communication programmes for practitioners and academic researchers.