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chapter eighteen: CONTEMPORARY MARKETING COMMUNICATION, CORPORATE COMMUNICATION, AND...THE FUTURE?
| Title: | chapter eighteen: CONTEMPORARY MARKETING COMMUNICATION, CORPORATE COMMUNICATION, AND...THE FUTURE? |
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| Source: | Marketing Communication. 2001, p342-359. 18p. |
| Abstract: | The article examines the changes in the marketing communication practices. Direct action against providers attempts to treat consumers as merely necessary profit-making fodder through price increases, service cuts, or adulteration of quality, may lead to boycotts, organized complaints, and even legal action by consumers and buyers. Alternative lifestyles, such as green consumerism, ethical investment, and the exchange economy are at present marginal but growing movements. Corporations have become the dominant institution and must address the social and environmental afflictions that one face in the world. Managers are becoming the agents of social innovation. Through innovation, much more than selling products can be accomplished if we treat the problem as more than people performing. The marketing communication system must also be capable of treating the consumer/buyer differently from the way the customer is treated--not because they are inferior or less attractive, but because their needs are different. The communication system must be especially capable of supporting the retention of value-creating exchange relationships. Recognition of interaction, relationship, and the need for integration are becoming the foundations for marketing communication management. |
| Subject Terms: | *Communication in marketing, *Marketing research, *Consumers, *Marketing management, *Customer relations, *Business communication |
| Database: | Business Source Complete |
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