Resumen

ARANGO, Fernando. Comunicaciones Corporativas. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2011, n.35, pp.17-22. ISSN 1853-3523.

This article makes reference to the existing relation between Corporate communication and Marketing divisions and how and because they work to each other. It refects about the evolution and integration of both in a same organizational goal, in order to obtein the best reputation for the company. It analyzes as well the sensitive subject of location in the organizational chart and the allocation of budget. It reviews examples and concrete interferences of both managements. It defines the interaction of both as a shared place of development and growth after the organizational benefit.

Palabras clave : Advertising campaigns; Clients; Communication people; Corporate communications; Corporate reputation; External public; Institutional communication; Internal public; Marketing; Organizational communication; Press; Public Relations; Sponsorship; Stakeholders; Trade.

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