營銷管理可以看作是一種增值函數在一個組織中,組織利益與目標市場營銷傳播通過更好的溝通是一個集成的營銷管理領域(西部省et al .,2005)。所有的組織是否盈利,盈利與他們有不同的利益相關者持續互動,然而成功的最好溝通本質上取決于組織的營銷管理執行其工作通過裁剪信息考慮組織的目標市場(布萊斯,2008)。營銷傳播的認知方法可能被視為一個兩步的過程,目標受眾意識到一個問題,然后做出決策來解決問題。根據填滿(2009)問題被定義為“認為個人的理想狀態和現實”之間的區別。另一方面,這一決定可能涉及采取適當的措施來解決個人或小組遇到的困境已經意識到在第一步。
Marketing management may be regarded as a value-added function within an organization that benefit an organization through better communication with its target market as marketing communication is an integrated field of marketing management (Ouester et al., 2005). All the organizations whether for profit, or not for profit have different stakeholders with whom it consistently interact, however the success of the communication essentially depends on how best the organization's marketing management perform its job by tailoring its messages taking into consideration the target market of the organization (Blythe, 2008). The cognitive approach to marketing communication may be regarded as a two step process where the target audience realize a problem and then make decisions to solve the problems. According to Fill (2009) the problem has been defined as the "perceived difference between an individual's ideal state and reality". On the other hand, the decision may involved taking the appropriate steps to solve the dilemma that the individual or group encounter that has been realized in the first step.