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CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Communication is the lifeblood of any organization. Employee morale, productivity and trust are directly influenced by communications, and effective communication can accelerate the execution of corporate strategy, maximize efficiency and company operations, and increase the overall success of an organization. “Communication refers to the process by which information is transmitted and understood between two or more people” (McShane & Von…

Unfortunately, some companies have mismanaged their greatest asset—their brands. This is what befell the popular Snapple brand almost as soon as Quaker Oats bought the beverage marketer for $1.7 billion in 1994. Snapple had become a hit through powerful grassroots marketing and distribution through small outlets and convenience stores. Analysts said that because Quaker did not understand the brand’s appeal, it made the mistake of changing the ads and the distribution. Snapple lost so much…

Benefits of direct marketing: Buyers • Home shopping- fun, convenient and hassle free, time saving, larger variety. • Comparative shopping possible- browsing through online catalogues. • Somebody else other than buyer can order goods. • Business customers- learn about new products & services- time saved in meeting sales people. Sellers • Buy mailing lists- any group : left handed, overweight, millionaires • Personalize and customize the messages- build continuous relationship with…