Il volume rappresenta una sintesi del secondo convegno sulla "Comunicazione aziendale globale", organizzato dal Corso di laurea in Relazioni pubbliche dell'Università degli studi di Udine, nell'ambito del "network' accademico internazionale Global Communications Project. I contributi mirano a rivedere il ruolo delle relazioni pubbliche in un mercato globalizzato, individuando le strategie comunicative atte ad implementare localmente campagne globali che sappiano trasformare le diversità culturali da criticità in punto di forza.
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