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State the characteristics of communications
Within market exchanges, communications are characterised by planning and formality. Relational exchanges are supported by more frequent communication activity. As Mohr and Nevin (1990) state, there is a bidirectional flow to communications and an informality to nature and timing of information flows. This notion of relational exchange has been popularised by term relationship marketing, and it's a central theme in this text.
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Communication mix is changing no longer can the traditional grouping of promotional tools be assumed to be most effective forms of communication. This brief outline of elements
Sample work
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Illustrate why marketing research is important to a firm specially in a competitive market situation
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