The company which focuses only on attractive prices is unlikely to achieve success. Contemporary marketing means much more. The nature of marketing is communication: what to say, to whom and how often. Communication is not just advertising. It means the entire system of offline and online actions including, apart from advertising, promotional and loyalty programmes, sponsoring, PR, direct marketing and the organisation of product displays (shop displays, fairs, shows in public places).
Communications management covers a number of issues and, without research, it isn’t possible to create an accurate, efficient and coherent strategy.

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