Redefined Corporate Communication through Sales Forces

Based on the literature of marketing communication, this article takes into account the company's marketing decision to adopt and implement corporate communication strategy. The corporate communication, built on a communication mix, properly chosen according to the company's marketing objectives, will result in increased consumer loyalty to products, brands, as well as a better market positioning reference. Therefore, sales-oriented companies will put the spotlight on the sales forces capacity to develop a long-lasting relationship with their customers, and this fact can be achieved by adopting a strategy based on the concept of sale. The article also presents the specific objectives achieved by the forces of sales and communication techniques necessary for carrying out their activities.