Today, mainly thanks to technology, citizens have many more options (in products, information, placements of their assets, etc.). This is why marketers increasingly need to communicate privately with their message recipients or need to communicate with them in a way that is not mass, but by dividing the target group into smaller groups. 

For this reason, the traditional unified form of mass advertising is gradually being replaced by combined forms of communication, which have greater immediacy ("speak privately") and address smaller population groups, while the traditional map of relatively few mass media is replaced by a plethora of communication media, beyond the number, differ in that we have many new media that address more specific categories of audience.

The most important factor highlighted by "the end of marketing as we knew it" is the need for the design and implementation of complex marketing forms that combine multi-level actions, find solutions for each target group, and identify the means that can convey specific messages to individual desired audience groups. These needs constantly increase the demand for communication services, which do not provide one-dimensional recipes, but design/implement complex strategies and policies.

This is exactly the spirit that governs this book: to connect business communication with its "reason for existence," strategic marketing (as an integral part of it), as a unified and mutually influencing whole. To incorporate into this the most modern dimension of business communication, the so-called digital marketing. To achieve, in other words, the healthy and creative coexistence of traditional marketing with modern technology.