CCoommmmuunniicacattiioo
          nn
                        MMaarrkkeettiinng g 
                      CCoommmmuunniiccaattiioonn
       MMaarrkkeettiinngg
                                        CCoommmmuunnicicaattiioonn is is t thhee  
                                           pprroocceessss w whheerreebby y 
                                            ththouougghhttss  aanndd  
                                           uunnddererstastannddiningg  
       According to Shimp             ccomommmuunniiccaatteded b beettweweeenn  
       (2003:4), marketing             ininddiivviduidualsals o orr b beettweweeenn  
       communication can be               oorrgagannizizaattioionnss a anndd  
       understood by                   inindividudividualsals (B2 (B2CC, B2, B2B).B).
       decomposing two main 
       elements :                        mamarrkkeettiinng isg is a a s seett o off  
       communications and 
       marketing.                         aaccttiivvititiieess in in w whhicichh  
                                        ccoompmpananieiess a anndd o otthheerr  
                                     oorrggananiizzaattioionnss  to to trtraannssfferer  
                                            ththe vae valulueses    of  of  
                                        ((exexcchhaanngge) e) bebettweweeenn  
                                      tthheemm wit withh  iittss c cuussttoommeerrss..
       New approach 
     4 P's        4 C's
      product    consumer
       price       cost
      place      convenience
     promotion  communicatio
                    n
                                             MaMarrkkeettiingng                      IIntenteggrraatetedd  
        PPrroomomottiioonn                CCoommunimmunicaticati                      MaMarrkkeetitingng  
                                                    oonn                           CCoommmmuuninicacatiti
                                                                                            oonn  
      Based on 4P                        Based on new                      All mentioned 
                                         terminology -                     from previous 
      Basic Tools                        from                              marcom plus 
      (individual uses)                  communication                      coordinated all 
                                         side : 4 C                        effort and tools 
      Focus on 
      sender  /                          Basic tools                       External and 
      marketer  =                        (individual uses)                 internal 
      external
                                         Focus on 
                                         consumer 
                                         approach  on 
                                         two way = 
                                         feedback 
                                         External