Communication in Marketing
Authors : R. Baki Deniz
Pages : 163-170
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Publication Date : 2014-03-24
Article Type : Research
Abstract :Communication call be said to lmppen whenever the individud attributes significance to message-related behavior (1). Wilbur Scluarnm defined Communication as " the process of establishilg a Commouness or oneness of thought htween a sender zyrd a receiver (2). Central to this definition is the culcept that for commuttication to occur there must lre a tralNfbr of iltformatiotr from otre pafly-the Sender-wluch is ttceived and understood by the other party{he receiver. In other words both receiver and Sender play an active role in establishing communication (3)' Communication, derived the Latin word communis, meaning common, is the process of establishing commonness (4).Keywords : Communication, Marketing, lmppen