In non-grocery products it is just as important to ensure consistency, while tailoring that message to the particular concerns of the stakeholder. Businesses that other businesses may want to communicate with are not homogeneous either. They may be suppliers of raw materials, and so have to understand the company’s systems, needs and market opportunities. Deadlines must be met, and invoices submitted for payment to ﬁt in with any cheque-run timetable to avoid ﬁnancial disputes. They may distribute a company’s products – few manufacturers sell direct to the consumer, but operate through retailers and agents. The rise of internet shopping has affected this area, with direct sales of airline tickets and books to the fore. Thus retailers in certain areas need support from manufacturers to encourage consumers into their outlets. For some manufacturing companies, other businesses are their customers, because of the products that they produce, such as heavy machinery.