Integrated market-related internal communication: development of the construct

Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities.

Integrated market-related internal communication: development of the construct

David Jimenez-Castillo and Manuel Sanchez-Perez

University of Almeria

Introduction

A major concern for firms is how to take advantage of the market information they collect. In reaching this purpose, the role of individual employees is essential since they are the recipients of this knowledge and the cornerstone for generating a profitable response to market conditions. Clearly, the mere acquisition of market information does not ensure that employees recognise new opportunities in markets and transform market information into marketable concepts, but it also depends on the firm’s capability to disseminate this...

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