"Businesses need strategies that determine the direction of functioning and further development. If a company deals with several multifaceted businesses, each of them subsequently requires their own strategy. The issue of strategy creation and realization is a key factor that must receive the...

"Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces...