Know-How Exchange : Student Questions

hi sairam_gm

ok let me try to explain.

Every organization has its own culture called corporate culture. Its the synergy of all the attributes that the company/organization stands for. some organization urges, values and rewards Innovation in all spheres, some encourage calculated risk-taking, so on and so forth. This culture is ingrained into all the employees to fit into that company and trickles down to all the communication of product, service and corporate. any company that values innovation or "out-of-the-box" will have that culture reflected in its all sorts of communication, be it brand/service or product.

Thru' Marketing communication you communicate to all the stakeholders regarding the products/ services/company itself.

Now-a-days marketing communication is not the responsibility of the marketing department only, Marketing Communication is done by each and everyone of the organization. When a finance person is talking about the costing/financing of the product s/he is communicating about the product as well about the company.

this is applicable for each of the employees of the organization. and HERE the importance of Corporate Culture in respect to marketing communication comes into effect. The Above Mentioned Finance person, unless he doesnt fit into the corporate culture will project/convey conflicting message when he communicates on any issue, be it product/service/corporate. In order to project and convey homogeneous message to all the stakeholders the corporate culture is very important in, not only marketing but also all sorts of communication.

hope this helps. Do check the links provided by Carl.

cheers!!