Space in the consumers mind (which is a very limited one) is the most valuable goods in todays saturated markets conditions. The battle for this space is even more intense due to large number of brands, emergence of new media and hyper-production of communication messages. Within these circumstances, classical communication programs which are limited to advertising and/or public relations don't satisfy organization's endeavor to achieve business goals. Also, limited communication programs are becoming moreand more expensive on one hand and don't produce the desired results on the other. That is why organizations must begin to use new media, develop their institutional memory and begin to communicate totally, yet individually.
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