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CHAPTER11MARKETINGCOMMUNICATIONINTHELIGHTOFINTERNETDEVELOPMENTTHEORETICAL111
thecommunicationprocessinvolvesthetransferofinformationandknowledge
abouttheworld,aswellastheemergenceofnew“thought-forms”;
participantsofthecommunicationprocesstransmitandacceptinformation,in-
terpretitandreactinawaythatsuitsthem;
thecommunicationprocessaccompaniesthelivingbeingfromthedayofbirth
todeath;
formutualunderstanding,participantsinthecommunicationprocessshoulduse
thesamesigns(symbols);
duringcommunication,varioustypesofrelationshipsarisebetweenthepartici-
pantsoftheprocess(e.g.partnership,dominanceorsubordination);
participantstakepartinthecommunicationprocessforaspecificpurpose,they
aredrivenbymotives;
thecommunicationprocessoccursspontaneouslybetweenpeopleandcommu-
nities;
thecourseofagivencommunicationprocesscan’tbeundone,changedorre-
peated;
twoormorepeopleparticipateinthecommunicationprocess,whocancommu-
nicateverballyornon-verbally,directlyorindirectly,etc.;
thereisafrequentchangeofparticipants’rolesinthecommunicationprocess,
therecipientbecomesthesenderandthesenderbecomestherecipient.
1.2.Theessenceofmarketingcommunicationadefinitional
approach
Communicationisabasicandinseparableelementoffunctioningofbothindividualand
institutionalentities,e.g.enterprises,authorities,publicadministration,universities,etc.
Theindividualscommunicateinordertotransfer,gatherandexchangeinformationon
aspecifictopic,whichisthebasisfortheactivitiesofeconomicentities.Whoeverhas
informationasthefirstonehasanadvantageonthemarket(Hollensen2014,p.610).It
helpstomakefasterandmoreaccuratedecisions,andthentakespecificactions.
Marketinformationabouttheemergenceofnewneedsamongconsumersallows
forafastresponseofthecompanyandadjustment(orlaunching)ofrelevantproducts
orservices.Companiespasstheinformationtopotentialbuyers,e.g.aboutthecreation
ofanewproduct,introducingchangestotheexistingoffer,inordertoremindabout
theproduct,itsfeaturesorthewayitisused.Itisaninformationprocess,referredtoas
marketingcommunication,which“iscarriedoutinacompany(orotherorganization)
andbyacompany(organization)initsmarketenvironment”(Wiktor2005).
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