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    Somos estrategas | Autor: Ana María Enrique Jiménez

    Isbn: 978-84-9784-974-6 | Año: 2015 | Páginas: 190
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    En este libro nueve docentes de universidades de referencia y profesionales de prestigio, todos ellos colaboradores del Máster DCEI, a partir de sus distintas especialidades, abordan el fenómeno de la Dirección de Comunicación desde un enfoque estratégico e integral.

    Somos estrategas. Dirección de Comunicación Empresarial e Institucional es, por tanto, una obra conjunta de indudable interés para estudiantes, investigadores y profesionales que quieran conocer el estado actual de la Dirección de Comunicación, sus procesos y sus contribuciones en la gestión de empresas e instituciones.

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    En este libro nueve docentes de universidades de referencia y profesionales de prestigio, todos ellos colaboradores del Máster DCEI, a partir de sus distintas especialidades, abordan el fenómeno de la Dirección de Comunicación desde un enfoque estratégico e integral.

    Somos estrategas. Dirección de Comunicación Empresarial e Institucional es, por tanto, una...

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    CONTENIDO

    Prólogo. De las nuevas tecnologías a los nuevos medios. Pere Soler

    Un nuevo enfoque epistemológico en el estudio de la comunicación. Juan Benavides Delgado

    Introducción

    Antecedentes

    Las primeras consecuencias (1980-1995)

    La aparición de los intangibles en la comunicación (1995-2005)

    La actualidad de la marca corporativa (2005-2013)

    El debate epistemológico

    Algunas ideas a modo de conclusión

    Referencias bibliográficas

    Actualidad y perspectivas del DirCom. Joan Costa

    Una mirada al contexto

    Para comprender el DirCom

    Evolución del DirCom. Cronología

    Un DirCom, dos perfiles y dos estrategias

    Bibliografía del autor

    La gestión de intangibles y la Dirección de Comunicación. Nuria Villagra García

    La gestión de intangibles: un reto en las organizaciones del siglo XXI

    Implicaciones para la Dirección de Comunicación

    Identidad

    Cultura

    Marca

    Responsabilidad Social Corporativa

    Reputación Corporativa

    Conclusiones

    Referencias Bibliográficas

    La gestión de la comunicación en las instituciones públicas. Míriam Riera Creus

    El concepto de institución pública

    La gestión de la comunicación en las instituciones públicas

    Punto de partida: el análisis del entorno y los recursos disponibles

    Las audiencias y el mapa de público en las administraciones públicas

    Emisores de la comunicación: los portavoces

    Trabajar el mensaje. La importancia del posicionamiento

    La publicidad institucional: una forma de comunicar e informar propia de la administración

    El Director de Comunicación, un cargo de confianza

    Referencias bibliográficas

    La comunicación Interna en el siglo XXI: la importancia de las personas, el valor de los equipos eficientes. Francisca Morales Serrano

    Comunicación Interna factor clave para el compromiso

    Herramientas, Medios y Soportes de la Comunicación Interna

    Comunicaci&

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    CONTENIDO

    Prólogo. De las nuevas tecnologías a los nuevos medios. Pere Soler

    Un nuevo enfoque epistemológico en el estudio de la comunicación. Juan Benavides Delgado

    Introducción

    Antecedentes

    Las primeras consecuencias (1980-1995)

    La aparición de los intangibles en la comunicación (1995-2005)

    La actualidad de la marca corporativa (2005-2013)

    El debate epistemológico

    Algunas ideas a modo de conclusión

    Referencias bibliográficas

    Actualidad y perspectivas del DirCom. Joan Costa

    Una mirada al contexto

    Para comprender el DirCom

    Evolución del DirCom. Cronología

    Un DirCom, dos perfiles y dos estrategias

    Bibliografía del autor

    La gestión de intangibles y la Dirección de Comunicación. Nuria Villagra García

    La gestión de intangibles: un reto en las organizaciones del siglo XXI

    Implicaciones para la Dirección de Comunicación

    Identidad

    Cultura

    Marca

    Responsabilidad Social Corporativa

    Reputación Corporativa

    Conclusiones

    Referencias Bibliográficas

    La gestión de la comunicación en las instituciones públicas. Míriam Riera Creus

    El concepto de institución pública

    La gestión de la comunicación en las instituciones públicas

    Punto de partida: el análisis del entorno y los recursos disponibles

    Las audiencias y el mapa de público en las administraciones públicas

    Emisores de la comunicación: los portavoces

    Trabajar el mensaje. La importancia del posicionamiento

    La publicidad institucional: una forma de comunicar e informar propia de la administración

    El Director de Comunicación, un cargo de confianza

    Referencias bibliográficas

    La comunicación Interna en el siglo XXI: la importancia de las personas, el valor de los equipos eficientes. Francisca Morales Serrano

    Comunicación Interna factor clave para el compromiso

    Herramientas, Medios y Soportes de la Comunicación Interna

    Comunicaci&

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customfield_params [display] => 2015 ) [2] => stdClass Object ( [virtuemart_custom_id] => 5 [custom_parent_id] => 0 [virtuemart_vendor_id] => 1 [custom_jplugin_id] => 0 [custom_element] => 0 [admin_only] => 0 [custom_title] => Terminado [show_title] => 0 [custom_tip] => [custom_value] => [custom_desc] => [field_type] => S [is_list] => 0 [is_hidden] => 0 [is_cart_attribute] => 0 [is_input] => 0 [layout_pos] => [custom_params] => addEmpty=0|selectType=0| [shared] => 0 [published] => 1 [ordering] => 0 [virtuemart_shoppergroup_id] => [virtuemart_customfield_id] => 9271 [virtuemart_product_id] => 1791 [customfield_value] => Rustico [customfield_price] => [customfield_params] => [fpublished] => 1 [override] => 0 [disabler] => 0 [_varsToPushParam] => Array ( [addEmpty] => Array ( [0] => 0 [1] => int ) [selectType] => Array ( [0] => 0 [1] => int ) [multiplyPrice] => Array ( [0] => [1] => string ) [transform] => Array ( [0] => [1] => area ) ) [addEmpty] => 0 [selectType] => 0 [multiplyPrice] => [transform] => [_xParams] => customfield_params [display] => Rustico ) [3] => stdClass Object ( [virtuemart_custom_id] => 7 [custom_parent_id] => 0 [virtuemart_vendor_id] => 1 [custom_jplugin_id] => 0 [custom_element] => 0 [admin_only] => 0 [custom_title] => Paginas [show_title] => 1 [custom_tip] => [custom_value] => [custom_desc] => [field_type] => S [is_list] => 0 [is_hidden] => 0 [is_cart_attribute] => 0 [is_input] => 0 [layout_pos] => [custom_params] => addEmpty=0|selectType=0| [shared] => 0 [published] => 1 [ordering] => 0 [virtuemart_shoppergroup_id] => [virtuemart_customfield_id] => 9272 [virtuemart_product_id] => 1791 [customfield_value] => 190 [customfield_price] => [customfield_params] => [fpublished] => 1 [override] => 0 [disabler] => 0 [_varsToPushParam] => Array ( [addEmpty] => Array ( [0] => 0 [1] => int ) [selectType] => Array ( [0] => 0 [1] => int ) [multiplyPrice] => Array ( [0] => [1] => string ) [transform] => Array ( [0] => [1] => area ) ) [addEmpty] => 0 [selectType] => 0 [multiplyPrice] => [transform] => [_xParams] => customfield_params [display] => 190 ) [4] => stdClass Object ( [virtuemart_custom_id] => 11 [custom_parent_id] => 0 [virtuemart_vendor_id] => 1 [custom_jplugin_id] => 0 [custom_element] => 0 [admin_only] => 0 [custom_title] => Edicion [show_title] => 1 [custom_tip] => [custom_value] => [custom_desc] => [field_type] => S [is_list] => 0 [is_hidden] => 0 [is_cart_attribute] => 0 [is_input] => 0 [layout_pos] => [custom_params] => addEmpty="0"|selectType="0"| [shared] => 0 [published] => 1 [ordering] => 0 [virtuemart_shoppergroup_id] => [virtuemart_customfield_id] => 9273 [virtuemart_product_id] => 1791 [customfield_value] => Primera [customfield_price] => [customfield_params] => [fpublished] => 1 [override] => 0 [disabler] => 0 [_varsToPushParam] => Array ( [addEmpty] => Array ( [0] => 0 [1] => int ) [selectType] => Array ( [0] => 0 [1] => int ) [multiplyPrice] => Array ( [0] => [1] => string ) [transform] => Array ( [0] => [1] => area ) ) [addEmpty] => 0 [selectType] => 0 [multiplyPrice] => [transform] => [_xParams] => customfield_params [display] => Primera ) [5] => stdClass Object ( [virtuemart_custom_id] => 14 [custom_parent_id] => 0 [virtuemart_vendor_id] => 1 [custom_jplugin_id] => 0 [custom_element] => 0 [admin_only] => 0 [custom_title] => Subtitulo [show_title] => 1 [custom_tip] => [custom_value] => [custom_desc] => [field_type] => S [is_list] => 0 [is_hidden] => 0 [is_cart_attribute] => 0 [is_input] => 0 [layout_pos] => [custom_params] => addEmpty=0|selectType=0| [shared] => 0 [published] => 1 [ordering] => 0 [virtuemart_shoppergroup_id] => [virtuemart_customfield_id] => 9274 [virtuemart_product_id] => 1791 [customfield_value] => Dirección de comunicación empresarial e institucional [customfield_price] => [customfield_params] => [fpublished] => 1 [override] => 0 [disabler] => 0 [_varsToPushParam] => Array ( [addEmpty] => Array ( [0] => 0 [1] => int ) [selectType] => Array ( [0] => 0 [1] => int ) [multiplyPrice] => Array ( [0] => [1] => string ) [transform] => Array ( [0] => [1] => area ) ) [addEmpty] => 0 [selectType] => 0 [multiplyPrice] => [transform] => [_xParams] => customfield_params [display] => Dirección de comunicación empresarial e institucional ) ) ) )
    Precio de venta con descuento:
    Descuentos Universilibros10%
    Precio
    Antes:
    COP
    $ 56.000
    Ahora:
    COP
    $ 50.400
    Descuento: COP $ -5.600
    Precio / kg:
    Producto no disponible.
    Puede solicitar ser notificado cuando tengamos disponibilidad en la tienda.
    Notificarme