COMMUNICATIVE BUSINESS

Communicative Business.

Italian Research Review on Business Communication

Aim and scope

Communicative Business is the first Italian academic and managerial review specifically dealing with research topics related to total business communication (e.g. advertising, integrated marketing communications, corporate public relations, sponsorship, event management, internal communication, etc.).

The review is an initiative of the Research Laboratory on Business Communication with the support of the Department of Economic and Management Sciences of Università Cattolica del Sacro Cuore in Milan, and its international Editorial board is composed of highly esteemed scholars and communication experts from Italy and from foreign countries.

The aim of the publication is both to contribute to the advancement of the knowledge of business communication in all its integrated aspects and to stimulate an open dialogue and a factual collaboration approach among scholars of different countries.

The review has a peer review system for the evaluation of papers and accepted articles will be published either in English or in Italian (with an abstract in English).

Target audience

Scholars, marketing and communication top managers and professionals.

Topics covered

Papers could be both conceptual (conceptual frameworks and models, descriptive-interpretative papers, strategical managerial issues analysis, literary reviews) and empirical (quantitative as well as qualitative approaches are accepted, and case study analysis is also appropriate).

Main topics of interest include:

• theory of business communication developments (theoretical evolution, international comparative studies, IMC developments);

• marketing communication (advertising, sales promotion, product public relations, commercial sponsorship, events, merchandising, packaging, direct response advertising);

• corporate communication (corporate identity management, corporate public relations, investor relations, crisis communication, corporate sponsorship, corporate advertising, corporate and employer branding, corporate reputation management);

• relationships identity-image-reputation;

• internal communication (organizational relationships, strategic and value-based communication among employees, diversity management, change management, employee engagement);

• web-based and digital communication (online advertising, communities, blogs and social networking, advergaming, multimedia interactive communication, podcasting, mobile communication);

• interaction between online and offline communication;

• innovative brand strategies and communication techniques (consumer engagement, branded entertainment, product placement, brand storytelling, event marketing, ambient communication and guerrilla marketing, emotional and experiential branding);

• interaction between unconventional and traditional communication media;

• in-store communication, visual merchandising, store atmosphere and environmental cues;

• evaluation of marketing and corporate communication effectiveness;

• international communication and cross-cultural issues (international communication strategies and tactics, comparative studies, made-in effects on international branding strategies, global/local communication issues;

• methodological issues related to business communication.

Papers dealing with other issues than those proposed will be also considered for publication.