There’s a new research report available from the Marcomms group of the CIPR: A Marketing Communications Scenario for 2010 written by Professor Philip Kitchen:
‘In the following chapters I argue that the lead activity in marketing can be public relations – and we should probably be talking about the emergence of a new discipline of Marketing PR.’
The research confirms some aspects of the marketing mix to be in decline: above the line advertising; personal selling; price-related sales promotion are cited.
Growth areas are: public relations and sponsorship; electronic point of sale; internet communication; viral marketing and blogging. (Included in the case studies is the LEWIS whale watch blog though it’s not immedately apparent to me how this counts as marcomms. Who’s selling and who’s buying?)