3.2.1. Marketing concept

Communication policy

Communication policy can be defined as the most important part of marketing. While the product, distribution and pricing policies provide the basis, internal and external communication as the marketing of products and services emerges as the actual marketing task.

In the business plan, the communication policy describes how the company wants to communicate with its customers and with which communication strategy the products and services are to be sold. What are the goals of corporate communication?

Important instruments of communication policy are described below. In the business plan, the right and appropriate choice of options must be made. The challenge lies in limiting the options to what is necessary and economically possible.