MANAGING TOTAL MARKET COMMUNICATION AND IMAGE

Market communication is, of course, a substantial part of the marketing function. Communication is also such as sales, advertising, and sales promotion. Communication is also an integral part of the Interactive Marketing Function. What employees say, how they say it, how they behave, how service outlets, machines, and other physical resources look, and how they function communicate something to the customers. The communication effect may be positive, such as “they really care for me here”, “they have modern and efficient equipment”, or “they are nicely dressed”. It may also, of course, be less favorable, such as “how rude their people are”, “what a sloppy office they have”, or “how can it always take so long to get things done here”.