THE ROLE OF BUSINESS COMMUNICATION AND NETWORKING

The strong position of traditional marketing communications (especially advertising) research and consumer marketing-related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as a whole. However, along with the rise of various “relational approaches” in marketing, the focus of marketing research seems to shift from products and firms as a central unit of analysis to people, organizations and the social processes that bind actors together in ongoing relationships. In these interactive relationship/network contexts, the nature of communication is hardly mass communicative. This article aims at presenting a theoretical framework for the role of communication in business relationships and networks. The interaction/network approach to marketing means moving from the current perspective of marketing’s mass‐communicative effects and consequent communicative behaviors of organizations to the “lower-level” of interpersonal communication processes occurring within business relationships and networks.

Networking in business can supply resources for company growth. A high-quality business network may provide recruitment leads, opportunities for increased profits and key industry knowledge. By learning more fundamental information about business networking, you can ensure a company’s success and enhance your own entrepreneurial skills.

In this article, we define networking in business, discuss why it’s important, explain how it works and offer tips for networking effectively.

Key takeaways:

• Business professionals can network with other industry members to learn about new trends, share insights and receive valuable mentorship.
• Business networking is important because it allows professionals to identify new opportunities and increase their chances of entrepreneurial success.
• Professionals can participate in business networking by attending seminars or webinars, joining a networking group and following the social media profiles of other entrepreneurs.