摘要:AbstractBased on the literature of marketing communication, this article takes into account the company's marketing decision to adopt and implement corporate communication strategy. The corporate communication, built on a communication mix, properly chosen according to the company's marketing objectives, will result in increased consumer loyalty to products, brands, as well as a better market positioning reference. Therefore, sales-oriented companies will put the spotlight on the sales forces capacity to develop a long-lasting relationship with their customers, and this fact can be achieved by adopting a strategy based on the concept of sale. The article also presents the specific objectives achieved by the forces of sales and communication techniques necessary for carrying out their activities.
关键词:Corporate communication strategy;Sales forces;Selling orientation;Positioning