Planificación de la Comunicación Estratégica en Iberoamérica. Perspectivas y Desafíos (Edición)

The evident topicality of the object of study, and the need to circumscribe the theoretical paradigms, methodological proposals and practical applications of a heterogeneous scientific community, motivate the compilation and presentation of the perspectives and challenges on the planning of strategic communication in the Ibero-American region. This impulse is born in the Salesian Polytechnic University of Ecuador, encouraged by the research groups in Communication, Education and Environment (GICEA) and GAMELAB UPS, which intend to contribute to the analysis and reflection on these issues, as a continuum of the first book ‘Transdisciplinary perspectives on digital strategic communication’ (De-Santis and Torres-Toukoumidis, 2022), and the study of planning in digital advertising campaigns (Armendáriz González et al., 2022). In particular, contributions are presented from 21 authors affiliated to 16 higher education and research institutions from Bolivia, Brazil, Ecuador, Spain, Mexico and Portugal, including Peru, Puerto Rico, Venezuela if their nationality is also considered. The 12 chapters that make up the book are structured in three sections that deal with relevant aspects such as the relationship between planning and communication, and the application of planning in strategic communication in different types of organisations, concluding with an overview of regional paradigms, experiences and reflections through specific cases from 5 countries.