Medición y evaluación en comunicación estratégica, caso de estudio Empresa pasteurizadora Quito S A

Abstract

This project aimed to demonstrate through the study of communication management company Pasteurizadora Quito S.A., during 2013 that strategic communication planning, including the role of measurement and evaluation of results, allow to determine the contribution of management communication objectives of organization. In this paper was applied the model of measurement and evaluation in strategic communication called "Bridge Communication Management" proposed by Alejandro Alvarez Nobell, which is based on concepts and methodology applied systemic model applies to organizations, the MBO and strategic planning model RACE by John Marston (1963). This was a case study with a descriptive correlative design where certain variables from the implementation of the model were analyzed. Among the most important findings of this research found that the company did not evaluate the management of communication, so it cannot be cataloged strategic. An economic report based on the equivalence of the value of advertising, does not reflect the communication benefit generated by public relations.