Comunicación y márketing: ¿convivencia o integración?

This paper explores the relationship between communication and marketing. The study draws from the revision of the classic texts of marketing theory and the new proposals in the field of business communication. They are compared analyzing what each one says about the role to be played by communication in the company. Initially, at least in academia, there exists a controversy about the type of relationship which can be established between marketing and communication. While they both focus their attention in business, they do not do it identically. Marketing is almost exclusively connected to trade, but it can also connect to other activities like politics. Conversely, communication is not only related to the world of trade. Its scope is much broader. It affects all human activities; among others, the commercial endeavour. This kind of relationship (exclusive in marketing and just occasional in communication) is what determines the perspective we have about the role the media must play in the world of marketing.