Communication in Marketing

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).
Anahtar Kelimeler:

Communication, Marketing, lmppen

Communication in Marketing

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).

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  • (1) c. David Mortensen, communication, the study of Human Interaction , Mc Graw-Hill Book Co. New york 1972,p.14.
  • (2) Michael J.Baker. Marketing, An Introductory Text The Mc Millan Press Ltd. London 1980, p.255.
  • (3) Michael J. Baker. 1980, p.255.
  • (4) Martin Baier. Etements of Direct Marketing Mc Graw-Hill Inc.New York, 1985. p.283.
  • (5) James F.Engel, Martin R.Warshaw, Thomas C.Kinnear, Prometional Strategy, Managing the Marketing Communication Process, Richard D.Irwin Inc.Illinois, 1979, p.20.
  • (6) David, W.Crawens, Strategic Marketing , Richard D.Irwilt Inc. U.S.A. t987,p.499.
  • (7) Martin Baier. Elements of Direct Marketing Mc Graw-Hill Inc.New York, 1985, p.283.
  • (8) Larry, J.Rosenberg, Marketing hentice-Hall Inc. New-Jersey, 1977, p.403.
  • (9) Victor P.Buell. Marketing Management, A Strategic Planning Appo' roach , Mc Graw Hill Series in Marketing U.S.A. 1985, p.583.
  • (10) Victor P.Buell, 1985, p.584.
  • (11) Henry Assael, Marketing, Principles and Strategy The Dryden Press Orlando. 1990, p.13.
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  • ( I 3 ) Philip Kotler, Garry Armstr ong, 1984, p.422.
  • (14) Larry, J.Rosenberg, 1977, p.405-406.
  • (15) Philip Kotler, Marketing Management, Analysis, Planning and Control. Prentice Hall Inc. New Jersey 1991,p.325.
  • (16) Lany, J.Rosenberg, 1977, p.4A6.
  • (17) Madn Baier.l985, p.285.