La comunicazione integrata per l’approccio relazionale: la centralità del corporate branding

Translated title of the contribution: [Autom. eng. transl.] Integrated communication for the relational approach: the centrality of corporate branding

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] In industrial relations between customer and supplier, or between company and business partner, corporate communication makes it possible to express and promote the value created in the interaction between the two organizations. From a holistic perspective, the dyadic relationships, interconnected with each other, outline the business network, in which each node has an active and proactive role for the creation and sharing of value. The long-term oriented industrial relationship is characterized by the presence of multiple and complex inter-organizational links. In this context, communication makes it possible to share mainly information and knowledge. The instrumental content of the communication refers to business objectives, while the social content of the communication, which helps to strengthen the bonds of the relationship, is mainly based on the sharing of values.
Translated title of the contribution[Autom. eng. transl.] Integrated communication for the relational approach: the centrality of corporate branding
Original languageItalian
Title of host publicationBtoB marketing: Il business marketing tra teoria e managerialità
EditorsAndrea Perna Gian Luca Gregori
Pages233-255
Number of pages23
Publication statusPublished - 2019

Keywords

  • business relationships
  • corporate branding

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