@misc{10498/22194,
year = {2018},
url = {http://hdl.handle.net/10498/22194},
abstract = {La comunicación estratégica en las organizaciones
culturales es una herramienta de marketing clave en
la gestión. Tanto en el ámbito interno como externo,
se ha de buscar maximizar la eficiencia de las inversiones en los instrumentos de comunicación, para
alcanzar con éxito una comunicación coherente e
integrada, capaz de adaptarse a los cambios y retos
que continuamente plantea el entorno.},
abstract = {Strategic communication is a key marketing tool
in the management of cultural organisations. Both
internally and externally, the aim is to maximise
the efficiency of investments in instruments of
communication, in order to successfully achieve
coherent and integrated communication which is
capable of adapting to the changes and challenges
continually presented by the surroundings.},
publisher = {Editorial UCA},
keywords = {Comunicación},
keywords = {marketing},
keywords = {estrategia cultural},
keywords = {mercado cultural},
keywords = {ocio},
keywords = {Communication},
keywords = {marketing},
keywords = {cultural strategy},
keywords = {cultural market},
keywords = {leisure},
title = {La comunicación cultural},
doi = {10.25267/Periferica.2018.i19.14},
author = {Quero Gervilla, María José},
}