Abstract
Communication is a complex phenomenon, with numerous scientific and operational dimensions, the most significant of which are: psychology, sociology, technology, legal, ethics, economics and management. In the managerial dimension, communication reveals a relatively recent theoretical ‘body’, which has developed to outline the many innovative experiences of businesses, and particularly of organisations involved in the competitive processes of globalisation. In the last years, digital communication has radically altered relations between business and the market, cancelling the spatial constraints of relations and influencing the management of time in action/reaction competition. Modern global corporate communication is managed, on one hand, by analogical communication (with a hierarchical dominance of the source and the passive interest of the audience) that develop one-way communication policies (push strategy communication); and, on the other, it is managed by digital communication to stimulate the active interest of individually profiled targets that cease to be just passive receivers while they activate two-way communication processes (pull strategy communication).
Highlights
Communication is a complex phenomenon, with numerous scientific and operational dimensions, the most significant of which are: psychology, sociology, technology, legal, ethics, economics and management
Communication reveals a relatively recent theoretical ‘body’, which has developed to outline the many innovative experiences of businesses, and of organisations involved in the competitive processes of globalisation
Modern global corporate communication is managed, on one hand, by analogical communication that develop one-way communication policies; and, on the other, it is managed by digital communication to stimulate the active interest of individually profiled targets that cease to be just passive receivers while they activate two-way communication processes
Summary
Communication is a complex phenomenon, with numerous scientific and operational dimensions, the most significant of which are: psychology, sociology, technology, legal, ethics, economics and management. The interest shown in psychological and sociological analysis stemmed in particular from the decisive ‘impulse’ of North American advertising agencies –joined from the late 1950s by the most professional European agencies – which directed the results of all psychological and sociological research to the development of commercial communication. In those years, North American companies were feeling the effects of the decline of undifferentiated consumption (based on the growth of primary demand and induced by the development of early mass industrialisation) and they began to complete to acquire market share, evolving from price competition to non-price competition based on a wide range of commercial communication tools (advertising, sales promotion, publicity, public relations, etc.). From a management point of view, communication identifies a process that targets the achievement of corporate goals, overturning the ‘causeeffect link’ that prompts business to decide to take advantage of communication tools for the very purpose of becoming a ‘motor’ of the development of a given economic system, rather than passively accepting the conditioning that derives from defined and unchangeable competition boundaries
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