2026-04-17T00:52:14Zhttps://recercat.cat/oai/requestoai:recercat.cat:20.500.14342/53412025-07-02T12:01:13Zcom_2072_482405com_2072_183628col_2072_482410
RECERCAT
author
Fondevila-Gascón, Joan-Francesc
author
Rom Rodríguez, Josep A.
author
Polo López, Marc
author
Crespo, Javier L.
2025-07-02T12:01:13Z
2020
http://hdl.handle.net/20.500.14342/5341
https://doi.org/10.1007/978-3-030-47595-6
The marketing and the advertising and public relations sector is immersed in a
period of change in various ways, from the structural to the type of insertions to be made in
the media. We analyze the reality and the trends of this essential sector for the enterprise
communication. Methodologically, to develop this prospective, we use Delphi qualitative
technique, the most advisable in prospective approaches to incipient objects of study. It is
concluded that the key factors that define the advertising sector are the digital transformation
and the business model, and, after three years, personalization, automation and programmatic.
As communication channels that will use advertising more, social networks
rise, and as knowledge, skills and competencies that the advertising professional of the future
must gather, the strategy stands out.
eng
© Springer Nature. Tots els drets reservats
Marketing
Advertising
Digitalization
Public Relations
Marketing and Advertising: Trends of the Sector
info:eu-repo/semantics/bookPart