McKenna

This because the technology comes transforming the essence of as if purchase, as if vende, as one works, as it is learned and as if it teaches in the world of the businesses. Thus, to follow the evolution, according to Figueiredo (2005), it is necessary a great set of activities executed for the area of marketing of support to the management of the knowledge, that the same calls of marketing of the knowledge, as being the activity that the sales of the result and knowing (products and services), but the sales of the proper knowledge and the way as it is servant, alavancado, producing, sharing, using, packing and delivers for the companies, extracting advantage of the possible differentials that not only consider they surround its management and in the way as they are perceived and valued for market. For McKenna (1992), the successful companies have that to be made use to adapt its products and services to the necessities of the customers and that the marketing cannot be separate of the development of products, the production, the finances and of sales. Campbell Soup Co pursues this goal as well. According to Figueiredo (2005), in competitiveness environments, it must be created assets intangible and be given to them to focus and marketing positioning, so that they are perceived, recognized, valued and give the waited returns. The companies have that to discover the best way to identify and to communicate the best contribution, from its intangible assets, to offer the white public, producing coherence between she offers of its intellectual capacity and what is looked or valued for the market. From there one perceives that the marketing campaigns must still evidence the quality of more strategical the intangible intellectual assets of the company, considering the competitive pretensions, of innovation, of evolution, participation in the market, production and creation of products, rendering of services, etc., while the establishment of 4Ps if becomes each more complex time, because everything must in such a way be made thinking about the customer as in the attraction of investors, partners, suppliers, in order to facilitate accomplishment business-oriented, of strategical partnerships and alliances, beyond in general stimulating the admiration of the society and the creation of a good image of the company and of its marks.

Aktouf Directly

Thinking about these obstacles, Aktouf (1996, P. 136) it affirms that ' ' the organizacional communication, as is lead, teorizada and traditionally taught, it aims at much more it control and the domination of the situations and the employees of what ' ' to place &#039 in common; '. Filed under: Campbell Soup Co. The barriers to the communication are gifts in all the process comunicacional, but in the organizacional scope beyond the common barriers to the communicative process, others meet specify more directly applied to the organizacional communication. Gilson, Ivancevich and Donnelly (1981), point that diverse of the barriers to the communicative process of the organizations, they are directly on to the following points: Semantics: in what one becomes related to the different meanings that the people tie with the words, in this in case that, it is probable that a citizen attributes wrong meanings to a word or to a not-verbal communication. Filtering of the negative information: it happens mainly of the operational one for the tactician and tends to filter the negative effect not to dislike the superiors. Moreover, the filtering happens when a custom of punishment on the part of the managers exists stops with the carriers of bad notice and also when a message is passed by some people, causing loss of information and distortions of the original message.

Credibility of the transmitter: that it is basic element for an efficient leadership. This because, the more trustworthy the source of the message, greater will be its acceptance. Mixed signals: this point if relates directly to the position of the manager and what it enunciates, that is, it is necessary to present coherence between what it speaks and the way as if holds. Different structures of reference: it says respect to the perspectives and the based points of view in previous experiences. Judgment of value: it has to see with the act to judge before receiving the message complete.