According to Mooij, Marieke De (1994), the communication strategies of a business influence all aspects of communication by that organization, including the corporate image, the product or service which the organization provides, the corporate culture, the customer perception of the product or service, and the shareholders’ views of the way the organization is being managed.
Smith, Paul & et al (1997) states that many benefits can be derived by an organization from developing communications strategy, including :-
§ Enables each tactical activity to build on the others creating strength of communications through continuity and consistency;
§ Helps to create clearer, sharper selling messages appropriately directed to target customers
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