Referencias en la planificación estratégica de la comunicación corporativapanorama español y perspectivas retóricas internacionales

Resum

This article presents a clear view of the most relevant works in the study of communication strategic planning in Spain of the last fifteen years. As an illustration, shows the most valuable reflections of this sample in accordance with the internal consistency and accuracy of its contents. Using the same method tackles international rhetorical studies of the communication strategic planning. Compilations of this kind are rare; however, communication strategic planning is a value that is increasing its importance at the professional level and a significant object of interest in academic sphere. The samples were selected theoretically. A methodological strategy of documentary research, the technique of qualitative analysis of content and the qualitative analysis of data were used for make the research