No matter which type of business we refer to, every firm, from small to multinational companies should take into consideration that the most precious thing that it can have is its image. When we speak about the image of a company, we are actually thinking about a mental representation that could influence the buying decision of a consumer. This image will always reach the subjective side of the individuals and every company must come up with method to use this tool in its favor. Given the recent changes in the social and economic environment, the marketing success of a company becomes increasingly difficult. Communication becomes vital as potential customers must be constantly informed about changes in product offerings and services and the company must show receptive to feedback from them, showing them that everything revolves around the customer and that his opinion is very important.

A firm which is looking to provide customers with a good product, at an acceptable price and competitive features, needs a key element to transmit the message to the consumer and that key element is called promotion. Promotion is one of the four elements of the marketing mix, which is combined with placement, price and product in order to create benefits which the consumer is looking for. In short, promotion seeks to create a win situation - win but this depends on how this "winning" message is sent to the customers. We cannot treat promotion all the time as if it were a unique marketing element; we must treat the marketing mix as a whole and only then can it generate the desires results for both the company as well as the final consumer. There is no way that a product could reach its consumers if the marketing mix would be missing any of its 4 Ps.

On Metrolic you can find more information on marketing, business and other interesting topics!