摘要：In order to survive, business organizations need to create and maintain the ability to overcome their rivals in the competitive market of today's globalized and networked world. To achieve this, business organizations need to find an answer to the question of how to do something better, or different than their competitors, and to have that so accepted by the potential customers. In theory and in practice, this kind of activity is known as strategic management. To achieve its goals, a business organization communicates with its surroundings, and by doing this, the communication itself becomes an important part of strategic management. To put it most simply, the surroundings can be perceived as the interior or the exterior one. Communication with the interior surroundings has in its goal to create a product or a service, and communication with the exterior surroundings has in its goal to sell that product or service. The process of exchange begins and ends with communication. Therefore, communication becomes an instrument for, and the area of achieving competition advancement. The satisfaction of customers can’t be achieved without the satisfaction of people who communicate with the customers directly,or indirectly.
