Resumen

EQUIPO DE COMUNICACIONES CORPORATIVAS DE MASTERCARD PARA LA REGION DE LATINOAMERICA Y EL CARIBE. RSE: Caso líder en consumo inteligente. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2010, n.33, pp.141-147. ISSN 1853-3523.

This article corresponds to a leading Corporate Social Responsibility program developed by Mastercard's Corporate Communications Team in the Latin America and Caribbean region, based on wise spending and the financial education thematic. Through the use of the latest trends in technology and social media, including a 2.0 website, podcasts and interactive tools, in addition to offline activities and multiple alliances, MasterCard works to help Latin American consumers manage their money in the most efficient and responsible way.

Palabras clave : Brand; Digital Communication; Communication management; Community Relations; Corporate Communications; Corporate reputation; Corporate Image; Dircom; Institutional Communication; Institutional Relations; Management; Marketing; Organization; Public Relations; Social Corporate Responsibility; Social Media; Social networks; Stakeholders; Wise money management.

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