Transitioning marketing communication into the twenty-first century

The argument is developed that marketing and marketing communication are in transition, moving from the historical marketing approaches of the 1960s, which focused on the 4Ps to a new, interactive marketplace in the twenty-first century. A structural model of three marketplaces is presented based on the location and control of information technology. The premise is developed that as information technology shifts from one market player to the next, definitive changes in the need for communication develop. A description of the development of the Integrated Marketing Communication concept is furnished. Based on that, a four level transition process is proposed as organizations move from one stage of integrated marketing communication development to another, generally based on their ability to capture and manage information technology.