Communication in marketing cannot be ignored especially in the advent of globalization, increased competition and increased consumer awareness and the society at large. Blythe reckons that a business that is to survive in the current business environment must factor in and apply the relevant marketing tools…
Businesses must be guided, in their marketing communication endeavors, by a set of codes of ethics as well as conventional norms confined in society in the increasingly globalized market and negative perception on marketing particularly advertising. This is affirmed by Becker (2009) who profoundly asserts that: ‘moral business leaders represent values that are not confined to the secrecy of the boardrooms and centers of power but are universally recognized as the fundamental building blocks of a life worth living’. Whereas various tactics are available for marketers to exploit, it is only the best marketers that use them appropriately to maximize their potential. When one factors in the significance of communication in marketing and the bad press and perception it has received, it becomes even challenging to come up with the right strategies. Blythe (2006) for example notes that marketing has been mainly compared to “… gimmicks and thus there is a commonly held perception that marketing is about persuading people to buy things they do not need ...” He however argues that the negative perception is unfair since marketing is directed at deliberate creation of value and not needs, and is consequently exclusively pointed towards customer search and retention and not misdirection. In business, marketing communication tools are employed to raise awareness about the company’s goods or services in the market place. ...
One should have in mind: what needs to be said, the target audience, mode of presentation, where the information should be distributed and when to send the information/message. After these considerations, they must validate appropriately the style and tone that the message should entail with the follow up details clearly outlined. This paper seeks to address Communication Marketing as an important tool in the current business environment and how it ought to be executed. Further, the paper illuminates on the importance of communication in marketing. It deviates slightly to bring in culture as an important factor to scrutinize. It subsequently zeroes on E-Marketing as a case study to demonstrate the significance of communication marketing and how it should be carried out in the current global market arena. In the end, the paper exclusively focuses on ethics as a clarion call in any business endeavor including communication marketing. Importance of Marketing Communication: Overall View Marketing has been widely conceptualized in different perspectives. Blythe (2006) defines it as: “… process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives.” The cardinal goal of marketing communication is to convey a piece or pieces of information to influence the recipients to buy the goods or seek the services being advertised. For instance, when a business is changing location, it is important that the proprietor communicates the fact clearly to their customers. Such issues may include why the location is being changed, where it is being changed to, what services/goods will be offered and whether there will be any changes in the same among ...
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