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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1077-5730
- DOI
- 10.1108/10775730410493559
- Publisher site
- See Article on Publisher Site
Abstract
At the very heart of business strategy is the relationship between the company and its customer. The active core that allows the company to transmit its value to its customer is through communications. Communications are so fundamental an aspect of business that people sometimes even forget how important they really are. At every level, conveying the company’s information and messages is a critical factor of success, not only for the enterprise, but for each individual business function that drives the whole.
Journal
Handbook of Business Strategy – Emerald Publishing
Published: Dec 1, 2004
Keywords: Relationship marketing; Communication management; Purchasing; Consumer behaviour; Alignment