Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.

The study explores communication strategies of ethno-nationalist terrorists with respect to their framing and identity building. Strategies of eight ethno-nationalist terrorist groups were analyzed using 70 articles published on the groups’ websites. Three cluster-analytic procedures and a correlational analysis were applied to (1) strategies of problem definition, (2) cause and responsibility attribution, (3) treatment recommendations, and (4) identity building. The analysis revealed various dimensions on which terrorists frame their content. No group-specific strategies of framing and identity building have been found yet, suggesting that the strategies were universal across terrorist groups, and they were applied on a case-by-case basis. Knowledge about these strategies should advance counter-terrorism efforts, and assist in development of alternative identities among ethnic groups at risk of conflict.

The chapter discusses impact of mobile technologies on public relations practice and scholarship by tracking the historical development of public relations as a distinct field, thus mapping a structural framework for the further discussion of new trends and areas of academic and industry research. Moving from functional to co-creational perspective, public relations enters the conversation age in which the nature of mobile technologies forces practitioners to adopt the dialogic approach to build trust and nurture relationships. Existing theoretical frameworks are supplemented with industry examples within the field of crisis communication, corporate social responsibility and customer and employee relations. An overview of some of the latest trends in social media research, public segmentation and video marketing applied to co-creational perspective of public relations organizes new trends around a more fundamental paradigm shift. This structure places industry practices within broader academic research, providing both tactical and strategic views on public relations in the mobile age.

Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.