Marketing communications and Paul Watzlawick's theory of human communication

Author: Associate Professor Atanas Luizov, Ph.D (Burgas Free University)

Keywords: marketing communications, communication, relationships

Marketing communications play an increasingly significant role in achieving overall marketing success. There are two main schools in study of communication. The first and most cited in marketing textbooks sees communication as the transmission of messages. In the article we present another point of view about communication – Paul Watzlawick's theory of pragmatics of human communication
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