ERIC Number: ED260398
Record Type: Non-Journal
Publication Date: 1984-Apr
Reference Count: N/A
Intra-Company Communication: A Key Element in Marketing Strategy.
Frost, Fred A.
Rapid technological development, rising standards of living, and greater pressures of consumerism and consumer expectations have caused shorter product life cycles. Future organizational success will depend on organizations' abilities to respond to the changing opportunities and threats in the marketplace. As companies and products move through their respective cycles, communication patterns change, with information flowing to and within organizations both formally and informally. A study of fifty-five companies in Western Australia was conducted to learn to what extent the sales force is used to provide strategic information. Results showed that only 5% of the companies encouraged written feedback. Ironically, people most committed to the organization's well-being were not encouraged to provide information that could prove vital to the organization's future well-being, thus providing a more solid base for future strategic thinking. One way to remedy the situation would be to place the marketing function in the industrial marketing organization to act as the collector. The expenditure of resources to develop such a system, however, must be measured against the advantages gained. (DF)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Australia