The company that concentrate only on the supply of good products at attractive prices surly will not succeed. Today marketing is something more. The core of marketing is communication: what to say, to whom, how often. However, the communication is not only advertisement, but a system that includes (also ads in media) special offers, loyalty programmes, sponsorship, PR, direct marketing and organisation of the product exposure (shop windows, trade shows, public exhibition).
Communication management includes a variety of aspects that create a coherent and efficient strategy and cannot be done without previous research.