Business Marketing Communication Article Example | Topics and Well Written Essays - 500 words

Business Marketing Communication - Article Example Instead, both academics and practitioners are embracing models which acknowledge the autonomy and unpredictability of customers. Initially building communication was not identified and recognized as a task of strategic importance in an organisation, but now with cut throat competition and a deluge of marketing tools, building relations and spreading information has increasingly become more important. One reason for seeing marketing communications as tactical rather than strategic is that much of its development and execution has been outsourced to marketing services agencies offering a range of specialisms (such as design, creative consultancy or sales promotion). This casts some doubt on its position as a core competence. Furthermore, much advertising and promotion thinking risks being short to medium term because the people and organisations involved are constantly changing. Butterfield suggests that, because of the increased importance of company-wide brand values in providing competitive advantage, marketing is becoming a way of delivering a communications strategy, rather than the other way round. The traditional hierarchy of strategy has been challenged by the increasing importance of brands as