Le strategie global-local nella comunicazione d’azienda
Global-local strategies in total business communication
|
digital
Articolo
€ 6,00
|
||||||||||||||||||
Articolo |
Ebook in formato Pdf leggibile su questi device:
|
|
|
|
|
Until a few years ago international campaigns were easily recognizable in the panorama of Italian communication.
Today, commercials in Italy have become so similar we can no longer distinguish what is produced in
Italy from what is imported. What has happened? Products have lost a lot of their national quality without
shedding their references to nationality. The distribution of products has determined the decision to go global.
In this respect, franchising has acted as a multiplier of a brand’s value, with all the effectiveness of a real mass
medium in frequency and coverage.
Globalized goods and distribution are now being joined by globalized consumers.
What synthesis can be drawn from these notes? Does advertising no longer have a national identity?
Is the quintessence of communication as defined by Bates – «think global & act local» – in crisis?
Today there is just one imperative: think glocal. Thinking glocal means designing communication so
that its principles are international but it clearly embodies national values.
|
News
28.02.2023
Ezio Franceschini, il rettore partigiano
In occasione dei 40 anni dalla morte, ricordiamo la storia di Ezio Franceschini, latinista, partigiano e rettore dell'Università Cattolica.
16.03.2023
Incontri favolosi di Silvano Petrosino a Gorgonzola
Lunedì 20 marzo e lunedì 27 marzo, alle 21:00, l'autore di "Le fiabe non raccontano favole" al Cinema Teatro Sala Argentia.
07.03.2023
The Economy of Francesco a Fa' la cosa giusta!
Sabato 25 marzo alle 18:00, la presentazione del volume curato da Marco Girardo e Maria Gaglione, a Milano.
06.03.2023
Walter Ricciardi presenta Onorevole Ministra
Sabato 25 marzo a Castelfranco Veneto, il convegno dedicato a Tina Anselmi, prima donna ministro e una delle protagoniste del libro di Ricciardi.
Archivio rivista
Articoli Online First
Towards the Platformization of (Social) Media Memory: Articulating Archive, Assemblage, and Ephemerality
“Scusi, chi ha fatto palo?” Continuità e disruption del calcio su internet in Italia: dalle iptv ‘pirata’ a dazn
“Scusi, chi ha fatto palo?” Continuità e disruption del calcio su internet in Italia: dalle iptv ‘pirata’ a dazn
Ultimi 3 numeri
COMUNICAZIONI SOCIALI - 2022 - 2. Sustainable Screenings: Economic, Touristic and Cultural Impact of Audiovisual Productions on the Host Locations in the Post-Lockdown Era
COMUNICAZIONI SOCIALI - 2022 - 1. MIGRATIONS / MEDIATIONS Promoting Transcultural Dialogue through Media, Arts and Culture
COMUNICAZIONI SOCIALI - 2021 - 3. Theatres and Politics Today Lights and Shadows of a Long Relationship
COMUNICAZIONI SOCIALI - 2022 - 1. MIGRATIONS / MEDIATIONS Promoting Transcultural Dialogue through Media, Arts and Culture
COMUNICAZIONI SOCIALI - 2021 - 3. Theatres and Politics Today Lights and Shadows of a Long Relationship
Annate disponibili online
20222021202020192018201720162015201420132012201120102009200820072006200520042003200220012000199919981997199619951994199319921991199019891988198719861985198419831982198119801979197819771976197519741973
Fascicoli anno 2005
In evidenza
