Resumen

IURCOVICH, Patricia. La Pequeña y Mediana empresa y la función de la comunicación. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2012, n.40, pp.79-84. ISSN 1853-3523.

The article approaches the problematic of small and medium companies at the time of incorporating communication strategies in its organizational structures. The commom knowledge that sustains that integrated communications, advertising and corporate image campaigns, Social corporate Responsibility and other components of the communication belong only to great Corporations is a myth that still survives in the corporate management imaginary. In a competitive and complex market, every organization has a strategy, implicit or explicit, good or bad, to short or long term and each organization must compete against others. Competitive advantage arises from having a plan and a methodology that surpasses the one of the competition and a human equipment highly enabled. Good managed integrated communications can be affordable to any company and with a high performance as long as they are managed by professionals who can design an effective plan with the adapted tools to fulfill the objectives awaited.

Palabras clave : Communicational management; Corporate image; Integrated communications; Small and medium companies; Social networks.

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