Resumen

MARQUEZ LOPEZ, Jorge; MOLINA BAILON, Óscar  y  MEJIA RUPERTI, Luis. THE COMMUNICATION MANAGEMENT OF THE MUNICIPALITY OF MONTECRISTI AND ITS INFLUENCE IN THE INSTITUTIONAL IMAGE. ReHuSo [online]. 2017, vol.2, n.1, pp.34-50.  Epub 14-Abr-2017. ISSN 2550-6587.  https://doi.org/10.33936/rehuso.v2i1.496.

The present investigation was carried out in the Autonomous Municipal Decentralized Government of Canton Montecristi, in this study we investigate the state of the communicational management and the identity elements of the municipality of Montecristi. In addition the present work intends to analyze the internal communicative processes and its communication management system as an influential factor in the positioning of the city brand. For this it contains a theoretical support that includes concepts of institutional communication, communicative management, internal and external communication, institutional image, institutional identity and city marketing. The research is based in a descriptive way, with the application of qualitative and quantitative methods, with the purpose of demonstrating the advances and shortcomings in the communication management carried by the municipality of Montecristi and its influence on the institutional image in the external public.

Palabras clave : Organizational communication; institutional image; institutional research; citymarketing; management model.

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