Importance Of Communication Within Organizations

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Steven McShane and Mary Ann Von Glinow define communication as, “the process by which information is transmitted and understood between two or more people.” Communication is also an essential piece in the marketing field as it helps develop brand awareness, attract customers, drive sales, and reinforce brand loyalty.
The importance of communication
Effective communication is extremely important within and outside organizations to a point that without it, organizations would not be able to function. First of all, companies must be able to communicate internal information between managers and employees of the firm, whereas, information about products and services must be effectively communicated to external customers.
Communication within Organizations:
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Effective communication is the most essential tool for marketers to attract new customers and retain the ones the company already has. It was mentioned before that communication serves as a way to change the behavior of employees. This is also true with external customers. Marketers apply different communication strategies to convince and persuade customers into buying their products and sometimes, they convince them into giving up on other products and becoming loyal to …show more content…
One of them are language issues. For example, the transmission of a radio commercial in a different language than the one the receiver speaks. That message will not be successfully decoded in this situation. In addition, the ambiguity of language is another communication barrier. For instance, if a company decides to transmit a commercial using a metaphor or a myth in a culture that would not understand the meaning of it, the message that the company is trying to convey might not be communicated effectively. Another noise in communication is the use of jargon, which are words and phrases for specific occupations or groups. (McShane & Von Glinow). These words might not be understood by every person in an audience. For example, if a company transmits an ad for a medicine using medical terminologies instead of the name that is commonly known for, the ad might not have much of an impact or influence on consumers as they

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