Abstract
A firm communicates simply because it exists — it produces and markets certain products or services and interacts with its myriad audiences. In communicating, it sends and receives information internally and externally. In addition to communications implicit in the firm’s culture and daily behavior, there are also explicit communication activities, specifically targeting broad or select publics.
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© 2010 Vittorio Coda
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Coda, V. (2010). Strategy and Communication: The Missing Link. In: Entrepreneurial Values and Strategic Management. Bocconi on Management Series. Palgrave Macmillan, London. https://doi.org/10.1057/9780230299054_7
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DOI: https://doi.org/10.1057/9780230299054_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-32109-4
Online ISBN: 978-0-230-29905-4
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