La prospettiva della Comunicazione Totale d'Azienda e il suo ruolo nel contesto internazionale

Translated title of the contribution: [Autom. eng. transl.] The perspective of Total Corporate Communication and its role in the international context

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] The contribution traces the theoretical thinking of Professor Edoardo Teodoro Brioschi on corporate communication, from the conceptual foundation of total corporate communication in the Italian academy as a scientific management discipline to its consolidation and its affirmation on the international scene. The contribution also illustrates the possible convergences between the Italian approach of Total Corporate Communication and the international ones of Integrated Marketing Communication (United States) and Corporate Communication (European).
Translated title of the contribution[Autom. eng. transl.] The perspective of Total Corporate Communication and its role in the international context
Original languageItalian
Title of host publicationCommunicative Business. Scritti in onore di Edoardo Teodoro Brioschi
Pages89-98
Number of pages10
Publication statusPublished - 2013

Keywords

  • Comunicazione Totale d'Azienda
  • Integrated Marketing Communication
  • Total Business Communication
  • comunicazione aziendale
  • corporate communication

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