State the characteristics of communications, Marketing Management

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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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