JMGT_V2_N1_A1 P.T. Raveendran V. Gopakumar N.K. Shamla Journal on Management 2230 – 715X 2 1 1 5 value added marketing, marketing communication, routine functions, promoting, communicator, promoter During earlier days, the functions of marketing department were limited to developing a good product, pricing it attractively and making it accessible to the customers. But, modern marketing demands much more. It doesn't just involve the so called routine functions, but more than that, it aims at communicating, promoting and even motivating the customers to buy a product. Thus, organizations are assuming the role of a communicator and promoter and are now more concerned with the way they should communicate with customers and how frequent it should be done, directly and indirectly to project the brand image. June - August 2007 Copyright © 2007 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=354