Surprisingly, in this age of communication, the business world is still populated by some poor communicators; individuals and companies who feel tha staff, customers, owners, and others who can influence the fortunes of the organization, can be left in partial or complete ignorance of corporate objectives, strategies, needs, and methods without any ill effects. However, the days of successful autocratic management have passed, along with the 50-hour working week and child labour. Successful companies are distinguished by frequent and intense communication between managers, and, for complete success, this practice is extended to all groups that are involved in the operations of the company. It must be recognized, however, that it is one thing for a small group informally to understand one another’s requirements and motives and quite another for this to be achieved among much larger groups, where a formal communications strategy is required.
KeywordsCommunication Research Market Research Communication Strategy Research Technique Target Audience
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