EXTERNAL COMMUNICATION :
External communication includes communication with the government agencies and departments on the one hand and distributors, retailer, individual customers and general public on the other.
ü Government agencies and departments:- Business organizations are required to deal with licensing authority, foreign trade offices, customs authorities, bank and other financial institutions, income tax and sale tax offices , post office, transporters etc. In the business organization on the many occasion the situation can be handled through tactful negotiation through communication.
ü Distributors, retailers, individual customers, etc. in modern business is has a highly competition between various businessmen. Each product of common consumption is available in hundred of brands, not all of which sell equally well. Marketing research has revealed that the organization which can communicate better also sell better. Sales can be promoted through persuasion and this a very important aspect of the communication.
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