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Discuss about the importance of marketing communications
The media world has splintered into many different parts so have the audiences with whom organisations need to communicate. Consumers now have a range of different ways to spend their leisure time. Some of those who choose to incorporate media as part of their relaxation now have access to numerous television channels; all have access to an increasing number of general and specific interest magazines, a multitude of new cinema complexes and, of course, Internet, with an explosion of websites offering a seemingly endless source of information, opportunities to buy online and a form of global entertainment. World of marketing communications is bright, exciting, sometimes unpredictable, yet always challenging and evolving.
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What are the complexity of the communications Exchanges which organisations enter into require the formation of relationships, though tenuous or strong. Andersson (1992) looks
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