Marketing and Communication

In recent decades, the world has experienced several changes rich in achievements and fraught with challenges across various sectors. This is due to the fact that all reorganizations have been intensified by the technological revolution of ICT, which has disrupted all human customs; namely, smartphones, television channels, radio, etc.... In light of this nature, it became essential to align management methods with technological advancement. Furthermore, the use of ICT has gained remarkable importance, especially with the increased presence of competition in all areas of activity. It is in this regard that marketing and communication emerge to promote the company's notoriety and enhance its image.

However, Marketing is no longer confined to a single economic sphere, but several organizations require this method. Thus, the key to its success lies in the efforts deployed by the company, as today's consumer has become very picky and demands a lot of care.

Therefore, this restrictive acceptance pushes companies to defend their position by securing a dominant place in the consumer's mind on a permanent basis. Hence, the necessity to establish an appropriate and effective Marketing and Communication policy.

In the current era, the business world is becoming increasingly vast, however, a new factor emerges, which is the company's image. In fact, it is a priority for performance improvement but also for economic growth.

As for communication, it is a technique that has existed since the creation of man; it is an inevitable element in human interaction, allowing for exchanging, informing, revealing, announcing, etc.... It has significantly contributed to the development of societies on all fronts, whether economic, political, or social. Accordingly, with the civilization of nations, the tools of communication evolve in their turn.

It should be noted that Marketing and Communication are often confused; although the correlation exists between the two, they diverge on some points while strongly complementing each other.

Indeed, Marketing is a discipline that refers to the set of actions to be implemented in order to promote and sell the products and services of the company.

Meanwhile, communication is a tool that reveals information to establish contact with the customer. In other words, it is part of the broader Marketing plan.

Now, let us take the example of a large group that has adopted the Marketing and Communication strategy in its business practices to illustrate the coherence between the two terms.

“This is group X! Truly, it is the global leader in the sale of LCD screens, phones, and televisions also for Apple. Back in the day, the company specialized only in home appliances and electrical devices. But with the changes that this era has undergone, particularly with technological advancement, the group quickly ventured into the production of electronic products, which was undeniably a successful large-scale project with outstanding revenue. This achievement is attributed to the Marketing strategy that the group implemented.

Initially, the group limited itself to manufacturing electronic components for Apple, Sony, HTC. If Samsung has managed to position itself as the global leader in the industry, it is thanks to the wide range of products it offers in its catalog, presenting the customer with attractive and innovative smartphone models that align with trends while distinguishing itself from the competition. The group's Marketing strategy focuses on creating new quality products to establish a unique position in the market.

Regarding communication, the company has massively spent enormous amounts on Marketing and Communication, particularly in launching advertising campaigns, posters, flyers, but also, like many major brands, forming partnerships with celebrities.

These are techniques that have promoted sales compensated by incredible revenues.

In summary, thanks to the Marketing and Communication strategy, the group has an important place in the market and must assume the responsibility to help society move forward with research and development.

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