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Corporate communication is an intentional process whose aim is to convey messages containing information and/or symbols that address several publics (internal, external, co-makers), pursuing goals that may be commercial, organizational or institutional, and can be activated using personal, nonpersonal or personalized mass tools (integrated communication). Corporate communication that addresses external audiences can therefore pursue commercial, institutional or organizational goals, singly or jointly, depending on the specific targets that it addresses and the contingent needs that triggered its implementation.
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