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The concept of “Total Business Communication” is intended to refer to the set of expressions through which a company activates a process of communication aimed at one or more audiences (individuals, companies or institutions), and through which it also presents its identity and influences its image or reputation. Before this work, I had not expressly intended to extend this naturally complex concept to international firms, especially because such an extension would have engendered further complexity both generally and specifically, with particular regard to various issues to be addressed. Nevertheless, I was later convinced to deal with international firms and their communication, too; in so doing, I was able to draw attention to the specific nature and character of the implications of the “Total Business Communication” concept. After discussing problems, methods and models concerning the communication process, I also wished to emphasize the weight of an essential component: the human one. In this respect, the emergence of a generalist figure in the business communication processes as a whole, completely corresponding to the figure of the total business communicator, agrees with the imperative need for a current and future perspective of an actually rational management of business communication. To conclude, I would like to express my most sincere gratitude and appreciation to all my collaborators, who supported me throughout this difficult enterprise. My very special thanks go to Brunazzi&Associati.
Edoardo Teodoro Brioschi was Professor and Chair of Business Communication Economics and Techniques at the Università Cattolica del Sacro Cuore in Milan (Italy) till 2011. In 2012 he was appointed President of the Scientific Committee of the Research Laboratory on Business Communication, whose establishment he promoted at the same University in 1998. In 2004 he promoted the introduction of a course on “International Communication” at the Università Cattolica del Sacro Cuore in Milan, elevating that area of study to the rank of a scientific discipline. In 2005 he was the only non-American professor to be awarded the “Charles H. Sandage Award for Teaching Excellence” by the American Academy of Advertising, whose member he has been since 1974. In 2008 he co-authored the work A Comparative Study in Business Communication. Integrated Marketing Communication, Total Business Communication, Koukoku (Vita e Pensiero, Milan) with Professor Yasuhiko Kobayashi, President of the Japan Academy of Advertising. In the same year, he launched the journal “Communicative Business. Italian Research Review on Business Communication”, boasting an international editorial board. In 2009 he became a member of the Academic Commission of the China Advertising Association. In 2013 he received the IAA 75th Anniversary Award from the International Advertising Association, whose member he has been since the mid-1960s. He authored or edited more than 130 publications in Italian and English in the field of Total Business Communication.
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Il dicibile e l'indicibile nella comunicazione internazionale (Eventi)
Durante l'incontro "Il dicibile e l'indicibile della pubblicità" del 28 maggio Brioschi presenta il suo volume "International Communication".
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