Cómo hacer un plan estratégico de comunicación Vol. III: La investigación estratégica preliminar
- ISBN-10
- 8491164014
- ISBN-13
- 9788491164012
- Category
- Business & Economics
- Pages
- 264
- Language
- Spanish
- Published
- 2018-08-02
- Publisher
- Editorial UOC
- Author
- Joan Cuenca Fontbona
Description
Este volumen III, La investigación estratégica preliminar, afronta la gran ausente en la gestión profesional de la comunicación: la investigación inicial que cimenta todo plan estratégico y que constituye la primera de sus cuatro etapas. Partiendo de una revisión bibliográfica en profundidad se realiza un recorrido sobre la evolución de la medición desde finales del siglo xix hasta la actualidad, de interés para los profesionales que deseen conocer el nivel de madurez de su praxis sobre la materia; se describen las diferencias entre investigación aplicada y estratégica; se detallan las diversas auditorías de los distintos ámbitos de análisis, así como sus métodos, técnicas y procesos, finalizando en cada caso concreto con mención a indicadores de medida.
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