Medición y Evaluación en Comunicación Estratégica. Caso de estudio: Desarrollo de la Feria Internacional del Libro Quito 2013 organizado por la Cámara Ecuatoriana del Libro - Núcleo Pichincha

Abstract

The research Measurement and Evaluation in Strategic Communication, Case Study: Development of Quito International Book Fair 2013 organized by Cámara Ecuatoriana del Libro - Núcleo Pichincha helps us understand the importance of implementing a strategic communication plan and its need in public and private institutions of Ecuador. Reveals the contribution of strategic management to the objectives of the organization approaching reality by analyzing communication management communication. The methods used were: exploratory, descriptive and case study research; and reading techniques, short, interview and survey. The issue of strategic communication management is poorly studied and applied in Ecuador, disseminate are those most TNCs to this process gives great results, the opposite happens with public institutions and some private who for lack of this knowledge spend resources unnecessarily, thus the need to know the subject.