by Paul Capriotti · ARIEL · tapa blanda · ISBN 9788434412750
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«Planificación estratégica de la imagen corporativa» is an essay by Paul Capriotti, published by Ariel in paperback (260 pages, in Spanish).
The book analyses the concept of corporate image and its polysemy, the conceptions held by companies, and the process by which the public forms that image. It also studies the organisation's publics and the keys to analysing the corporate profile and communicating it strategically.
This is the first edition, published in February 1999 within the Ariel Comunicación collection.
Useful for students and professionals in marketing, communication and business management interested in corporate image.
