Publication details
Possibilities and limitations of communication of special purpose civic associations - the case of internal communication of a trade union active in a company influenced by the groundswell concept
| Authors | |
|---|---|
| Year of publication | 2021 |
| Type | Article in Periodical |
| Magazine / Source | Communication Today |
| MU Faculty or unit | |
| Citation | |
| Web | Open access časopisu |
| Keywords | Corporate identity; groundswell concept; information; integrated marketing communication; internal communication; trade union |
| Description | The progressive development of marketing communication, which can also be characterized by a significant rise of the groundswell concept, has brought to the need to modify the well-established concepts and processes not only in this field of science but also in seemingly unrelated areas, in particular collective labor relations. The objective of the study is not to present an exhaustive overview of the issue, but to introduce new possibilities for the research in areas (where marketing play an important role) that have so far gone unnoticed by marketing communication researchers. |