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Marketing by Geoff Lancaste, Paul Reynolds

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7

Marketingcommunications I

7.1 Introduction

The word ‘communications’ is derived from the Latin word communis, meaning ‘common’. Communication, then, can be thought of as the process of establishing a commonality or oneness of thought between a sender and a receiver. This definition highlights two important ideas. First, communication is a process, and as such has elements and inter-relationships that can be modelled and examined in a structured manner. Secondly, oneness of thought must develop between sender and receiver if true communication is to occur, which implies that a sharing relationship must exist between sender and receiver.

Definition

Communication can be thought of as the process of establishing a commonality or oneness of thought ...

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