Abstract:

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite of the fact that evidence of the effectiveness of specific approaches exists, as do techniques for interviewing/analysis. The intuitive mind is a sacred gift, and the rational mind is a faithful servant. We have created a society that honours the servant, and has forgotten the gift.