Unformatted text preview: with effective communication. The company needs to know their audience and the response they will receive. Encoding, decoding, response and feedback are the major communication functions. Encoding can be a tricky method of delivering a message to the audience, where the audience decodes or interprets the message differently. However, this method can be very effective the more the sender’s field of experience overlaps that of the receiver. Reference Kotler, P. & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall....
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- Spring '08