Communication is a vital phenomenon, a process, an art and a necessary science of men and it’s present in a society in which the competition is every day more intensive. In the economy based on knowledge, the competition terms are more and more drastic, fact which implies permanent preoccupations of companies regarding their prosperity level and all the key factors involved in their activities: internal and external clients, owners, employees, suppliers, communities, shareholders, partners etc. Regarding the changes that affect the phenomenon of globalization, the main component of modern management should be “communication”. However, at the same time, the company approach regarding the “marketing philosophy” becomes essential in the context of the new economy. Marketing offers, therefore, the scientific support, the theoretical and practical support than can guarantee a high efficiency of the activities developed by the company through a marketing culture, in which all the members of the organization have the conscious of both the market and the product. At the moment, business development is determined by communication. According to this, the relation between communication and marketing is obvious even if we consider both concepts from at least two perspectives: from a cultural point of view and from a strategic point of view.
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