COMMUNICATION IN THE CONTEXT OF THE NEGOTIATION PROCESS

The aim of the present paper is to highlight the way in which communication reflects in the negotiation process. Negotiation is known as the oldest means of communication that leads to the development of human relationships, continuously adjusting them to the values that are imposed when an agreement is desired regarding their observance/enforcement. It is unanimously accepted that negotiation is carried out essentially through communication. During the negotiation process information and knowledge is transmitted and received by the participants. The messages that are thus generated are subsequently used in arguments and counterarguments and serve to the purpose of imposing the transmitter’s interests in the content of the agreements that might be reached with the receiver. The way in which communication is carried out in the process of negotiation helps to reveal feelings and concerns, attitudes, convictions, beliefs, temperament and character traits, taking up an offensive or defensive position, as well as other aspects of the interlocutors’ behavior. The above-mentioned aspects allow stating that during the negotiation process one deals with oral or written communication, non-verbal communication, as well as with the so-called „marketing communication”.