Cómo hacer un plan estratégico de comunicación Vol. IV: La investigación estratégica de evaluación
- ISBN-10
- 8491164049
- ISBN-13
- 9788491164043
- Category
- Social Science
- Language
- Spanish
- Published
- 2018-02-18
- Publisher
- Editorial UOC
- Author
- Guillem Marca Francés
Description
Con este volumen IV se cierra esta obra, describiendo la cuarta y última etapa de todo plan estratégico: la evaluación final de la eficacia en el logro de los objetivos y la medición de los resultados una vez desplegado el plan de acción. Tras una revisión bibliográfica en profundidad, la primera parte del texto describe la medición de resultados output, outtake y outcome, realizando antes un recorrido por la evolución de la evaluación en las últimas décadas y hasta la actualidad. Finalmente, en la segunda parte se describe la evaluación final en los distintos modelos de planificación estratégica.
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