Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature. In this framework, our paper aims at...

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...