Human to human communication is a essential and vital part to creating and maintaining relationships with people. Knowing what mediated communication will help you to better communicate with current and potential consumers.
See more at http://www.associatedcontent.com/article/1529040/should_i_be_studying_and_using_mediated.html
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I wish more people gave considerable thought to the importance of communications and the role it plays in building/maintaining relationships. Failed communications leads to failed relationships which will lead to a failed business.