Strategic marketing communications Essay Example | Topics and Well Written Essays - 1500 words

Strategic marketing communications - Essay Example Bottom up processing is one where the lower levels of management communicate with the higher level of management and this is where ideas might be floated up and also problems and concerns about various factors within the organization are communicated to the higher levels so that they can take action and solve the problems, the more efficient this process, the more loyal the employees are to the company because if they feel that they are being heard by the upper management they feel that they are a part of the organization as well because they have a role to play in the betterment of the organization and that is why their problems are being heard and solved. This kind of communication can be encouraged in many ways, for example having the same lunch or refreshment areas for all the levels of employees so that they can communicate in an environment with out being intimidated by the rank of the person that they wish to communicate with, the top management should be seen by the lower lev els of the employee ranks because that helps them to identify with individuals and the organization on the whole. Top down processing is where the top levels of management communicate with their subordinates with respect to the job instructions and other types of policy implementation, this kind of processing is very important because the dynamics of the organization depend on such type of a communications policy, generally it has been seen that companies that have a effective top down communication strategy have been able to reap much more employee loyalty and productivity rather than those companies that have a poor strategy in top down processing of communication, this is because companies that are better at this kind of communication can implement change effectively and frequently because they can communicate the though process behind the change process to the lower levels of employees and the employees feel and believe that the company has their betterment in mind when it feels the need to change any of the processes. This kind of communication process can be implemented by having a good telecommunication technology in place because people need to be told simultaneously of the policy changes that are being implemented and it is more faster than normal modes of communication. (Kotelnikov, 2005) (Monmouth, 2006) Managing Partnerships The horizontal communication process takes place between employees at the same levels, or managers at the same level, for example the marketing manager of an organization speaking to the financial manager and discussing the marketing budget. This kind of communication is very important because this is where bottlenecks can be created or avoided and projects can be given a boost, for strengthening this kind of process infrequent communication and communication in a work free environment or a casual environment can be encouraged. At this level partnerships and cross functional teams are created that help each other to achieve the organization's goal more effectively and efficiently. (Kotelnikov, 200