State about the audience-centred activity

Some of these interpretations fail to draw out key issue which marketing communications provides added value through enhanced product and organisational symbolism. They also fail to recognise that it's the context within which marketing communications flows that impacts upon meaning and interpretation given to such messages. Its ability to frame and associate offerings with different environments is powerful. Today, in an age where word 'integration' is used to express a variety of marketing- and communication-related activities, where corporate marketing is emerging as the next significant development within subject (Balmer and Gray, 2003), and where relationship marketing is preferred paradigm (Gronroos, 2004), marketing communications now need to embrace a wider remit - to move beyond product information model and become an integral part of an organisation's overall communications and relationship management strategy. This perspective embraces communications as a one-way, two-way, interactive and dialogic approach necessary to meet varying needs of different audiences. Integration stage focuses on the organisation, while next development may have its focus on the relationships which an organisation has with its various audiences. Above all else, marketing communications should be an audience-centred activity.