Perception of External Marketing Communication of Companies by Young Customers

Abstract

External marketing communication of companies is a purposeful process of transferring in -formation to the company’s environment - society, competitors, clients and receiving their feedback.Based on the signals, the company adapts its way of communication. Choosing the most suitabletype of communication may be one of the factors deciding about a company’s success. Even thebest offer would not be able to attract customer’s attention if the information did not reach one.The article combines secondary data - results of the research conducted in Polish compa-nies regarding the use of communication tools, and primary data obtained from own surveys carriedout on students regarding the perception of those tools. The purpose of the article is to evaluate theperception of different communication forms by young customers.