Authors: Hector Gerardo Toledo Rosillo, Violena Hubenova Nencheva
New market trends bring serious changes in the used marketing and advertising techniques. New technologies also play a very important role in the brand development and advertising. The aim of this article is to show the new trends in the marketing, and also the way they are applied by international companies and small and medium-sized enterprises (SMEs) in Mexico. The paper also aims to expose the growing importance of social networks in the marketing in Mexico and provide examples of international companies that have been successful in the Mexican market. The article also emphasizes on consumer behavior and some successful marketing techniques. The conclusion drawn is that no matter how important current trends are, in order to be successful, companies have to customize their activity depending on the products they offer and the consumers they are targeting.