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Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprises which trying to provide customers with the highest value in the form of the products or services. Customers are endeavouring to maximise their utility and enterprises are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the r...