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Abstract:
This monograph offers a comprehensive exploration of managerial and marketing communication as a strategic pillar of organizational effectiveness. Its aim is to synthesize classical theories and contemporary practices—ranging from the fundamentals of the communication process and channels, through interpersonal and electronic media, to specialized forms such as assertiveness training, customer‐relationship negotiation, marketing‐mix messaging, and crisis‐communication strategies. Methodologically, the work combines conceptual model analysis with numerous real‐world examples and practical tools (e.g. communication audits, 360° feedback, lobbying and coaching techniques), illustrating how managers can apply each framework to enhance internal coordination, stakeholder engagement, and competitive advantage. Major findings underscore the critical role of feedback loops, media richness matching, and cultural sensitivity in achieving transparent, persuasive dialogue; they also highlight emerging digital channels (e-mail, webinars, AI‐assisted platforms) and their impact on speed, accuracy, and employee empowerment. By aligning communication competencies—verbal, nonverbal, written—with organizational goals, the monograph demonstrates how robust communication systems foster trust, innovation, and resilience, thereby directly supporting firms’ competitiveness in dynamic markets. Its integrated approach makes it especially compatible with scholarly and practitioner audiences focused on building sustainable competitive advantage through strategic human and marketing communication.
Keywords:
ManagerialCommunication, Marketing Communication, Communi-cation Channels, Organizational Competitiveness, Employee Deve-lopment
INTRODUCTION
Communication is a fundamental expression of life and an essential link between people in the management process. Only through it can the people in any organization work more effectively as a whole. Effective communication is of great importance to both professional and private life, and therefore businesses and their em-ployees should continuously work on and develop their communi-cation skills.
Businesses are moving towards improving the quality of cor-porate work, which affects their results, market position and thus communication. In businesses, it is the basis of people’s everyday contact, because people use it in every situation.
Communication is also one of the arts that managers need to master and continuously develop in order to be effective and efficient in information exchange and to successfully lead individual workers and teams. It is an activity that consumes a lot of managers‘ time and the less effectively it is carried out, the more so. Without adequate information, no activity can be well managed or carried out. Without workers learning regularly from their manager about the meaning and purpose of their work, the company’s goals and objectives, results and problems, they cannot effectively focus their efforts in the desired direction.
Communication cannot exist without people carrying out an activity. It can be complex or quite simple, very formal or informal – it depends on the nature of the message being sent and the relation-ship between sender and receiver.
From a managerial point of view, it is also part of all areas of management. It is the transmission of information from the sender to the receiver, provided that he has understood it. It is the transmission of mutual understanding by means of symbols. Understanding is the result of transmission using verbal or non-verbal symbols.
Communication management as a new management discipline is intended to serve and assist companies in how to appropriately and
rationally direct information and communication flows in the company.
The development of the information society and its transition to a knowledge society requires people to have a range of knowledge, skills and experience. A prerequisite for their mastery and practical use is the knowledge of effective communication. The knowledge of effective communication can be considered as a basic implementation stage of further development of the whole society. Communication is always aimed at achieving the intended goal, which may be the exchange of information, influencing people’s behaviour, or influencing interpersonal relations between indi-viduals, but also to themselves. The realisation of the goal or communication intention implies the thought and development of a communication plan. This includes the choice of topics with a pre-liminary idea of their layout, the choice of communicative attitudes, taking into account the objective and subjective conditions of communication, the choice of linguistic, paralinguistic, non-verbal, thematic and other means. The choice of a communication plan and the sequential arrangement of the implementation of communication intentions by a certain chosen procedure, from the first point up to the fulfillment of the basic goal of the communi-cation process, is referred to as a communication strategy.