Resumo

A theoretical support for integrated communication. Punto Cero [online]. 2009, vol.14, n.18, pp.23-32. ISSN 1815-0276.

Abstract The economic world activity and the labor world are suffering deep modifications. Those things that were considered certain during the last decades, comes restating under new schemes and offers. The organizational communication does not escape to this trend and for that it becomes necessary to understand how the process of internal communication works, the way that the corporate culture and identity, besides the strategic orientation, develops inside an organization, to create a new theoretical approach: the integrated communication.

Palavras-chave : organizational communication; identity; corporate culture; integrated communication.

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