Influence of Strategic Marketing Approaches in Business Communication

Stavros Kalogiannidis (), Stamatis Kontsas and Olympia Papaevangelou

Business Management and Strategy, 2022, vol. 13, issue 1, 48-63

Abstract: The global and fast-paced economy requires all types of businesses to cultivate their communication system for the efficient and smooth running of the organization. Various international crises can cause a shift towards a cheaper mode and methods of communication that can harm the overall business strategy and success. This study deals with the influence of strategic marketing approaches that can positively influence the communication quality and methods of a business. Particular emphasis has been put on business-to-customer communication targets along with new possibilities of developing more robust marketing communication tools. The paper aims to propose new approaches and trends in the current business-to-customer communication model that would help in mitigating both current and future challenges. Thereby, the paper incorporates pragmatism as research philosophy, deductive as the research approach, and descriptive as the research design. Apart from that, a secondary method of data collection along with ethical modes of data collection is taken into consideration to present a comprehensive and efficacious paper.

Date: 2022
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