Contemporary International Marketing IssuesThere have observed by many scholars and economist that there have been many changes in the market system and organisation both at the national and at the international level. These changes have been in response to the political, social and economic demands that have occurred with the progress of time and technological management. In this paper there shall be a detailed discussion on one of the components of international marketing, that is the communicative management and the changes that have occurred in this sphere, and how this has affected the management of organizations and companies at the national and international market.
These changes that have occurred have helped in the progress of the management policies of organizations for better efficiency and advancement in the production and distribution process that has been in response to the needs and the demand of the market. In this paper there is going to be a close study and analysis report conducted on the marketing communication and the changes that have occurred in this stream, how these changes and developments have changed the management policies and the production processes that are followed by these organizations.
(Hagman, Nicholas). Marketing communications generally deal with the media related processes of the companies, firms and organizations. These are usually messages and related media that are used by these to communicate with the market. Traditionally, marketing communication practitioner’s focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - the same "look & feel".
Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. (Donsbach) In branding, opportunities to contact stakeholders are called brand touch points (or points of contact. ) Marketing communication is concerned with the general behavior of an organization and the perceptions of the organization that are promoted to stakeholders and prospect clients through these touch points. Marketing communications is focused on product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation, product/produce/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation etc. (World Bank). Marketing communication is the eyes and ears of the company and helps the company become more sensitive to the needs and the requirements of the people and the customers. (Ohio university) Marketing communications set up mechanism to ensure that the company or organization is able to read the changing trends and demands in the market and that it is able to alter itself tom meet these demands, so as to ensure that the value of the company’s produce, products and services are maintained in the market, that their prices are stabilized and to create more demand for these products and services in the market.