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Marketing communications
Marketing communications recognise the development of channel or trade marketing. Numerous organisations have moved away from the traditional control of a brand manager to a system which focuses upon the needs of distributors and intermediaries in channel. Organisations in the channel work together to satisfy their individual and collective objectives.
Degree of conflict and cooperation in the channel network depends upon a number of factors however some of the most important are the form and quality of communications between member organisations.
This means that marketing communications should address the specific communication needs of members of the distribution network and of those other stakeholders who impact on or who influence the performance of network. Certainly, marketing communications recognise the need to contribute to communications in the channel network, to support and sustain web of relationships.
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