Communication in Marketing

Abstract

Communication call be said to lmppen whenever the individud attributes significance to message-related behavior (1).
Wilbur Scluarnm defined Communication as " the process of establishilg a Commouness or oneness of thought htween a sender zyrd a receiver (2).
Central to this definition is the culcept that for commuttication to occur there must lre a tralNfbr of iltformatiotr from otre pafly-the Sender-wluch is ttceived and understood by the other party{he receiver. In other words both receiver and Sender play an active role in establishing communication (3)'
Communication, derived the Latin word communis, meaning common, is the process of establishing commonness (4).

Keywords

• Communication
• Marketing
• lmppen

References

1. (1) c. David Mortensen, communication, the study of Human Interaction , Mc Graw-Hill Book Co. New york 1972,p.14.
2. (2) Michael J.Baker. Marketing, An Introductory Text The Mc Millan Press Ltd. London 1980, p.255.
3. (3) Michael J. Baker. 1980, p.255.
4. (4) Martin Baier. Etements of Direct Marketing Mc Graw-Hill Inc.New York, 1985. p.283.
5. (5) James F.Engel, Martin R.Warshaw, Thomas C.Kinnear, Prometional Strategy, Managing the Marketing Communication Process, Richard D.Irwin Inc.Illinois, 1979, p.20.
6. (6) David, W.Crawens, Strategic Marketing , Richard D.Irwilt Inc. U.S.A. t987,p.499.
7. (7) Martin Baier. Elements of Direct Marketing Mc Graw-Hill Inc.New York, 1985, p.283.
8. (8) Larry, J.Rosenberg, Marketing hentice-Hall Inc. New-Jersey, 1977, p.403.

9. (9) Victor P.Buell. Marketing Management, A Strategic Planning Appo' roach , Mc Graw Hill Series in Marketing U.S.A. 1985, p.583.
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11. (11) Henry Assael, Marketing, Principles and Strategy The Dryden Press Orlando. 1990, p.13.
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13. ( I 3 ) Philip Kotler, Garry Armstr ong, 1984, p.422.
14. (14) Larry, J.Rosenberg, 1977, p.405-406.
15. (15) Philip Kotler, Marketing Management, Analysis, Planning and Control. Prentice Hall Inc. New Jersey 1991,p.325.
16. (16) Lany, J.Rosenberg, 1977, p.4A6.
17. (17) Madn Baier.l985, p.285.