Diseño de un modelo de comunicación organizacional y de marketing para fortalecer la imagen de la Empresa Eléctrica Riobamba S.A. período 2012 - 2013

Abstract

This thesis is the Design of an Organizational and Marketing Communication Model to strengthen the image of the Electric Enterprise Riobamba S.A., period 2012 – 2013 with the purpose of implementing communication strategies for the internal customers as well as for the external customers. After the analysis, the Communication Dimensions in an Enterprise called M6D is proposed as strategies. It has strategies and tactics related to the users ́ necessities and enterprise interests that include: external, internal corporative communication, crisis communication, public relationships and finally the corporative social responsibility. The proposed strategies will permit to create a renewed image of the enterprise, obtaining a better perception of it by the users and creating a suitable work environment. The growth of a public or private institution means to make changes that help to its development and to its economic and social growth. It is recommended the implementation of the Public Relationships Department, which will handle the Institution Corporative Image and establish strategies to benefit the enterprise and users.