.... It appeared in this study that the traditional communication mix arrives late after the management communication and the organizational communication. Concerning the tools, the relational network seems to be the best adapted to the particular situation and the targeting allows a good despatching...

... accomplished through communication. Bourdieu defines the concept as “the aggregate of the actual or potential resources which are linked to possession of a durable network of more or less institutionalized relationships of mutual acquaintance or recognition” (Bourdieu, 1985, p. 248; 1980). Bourdieu’s...

...William Swan; Nigel Langford; Ian Watson; Richard J. Varey The inter‐organizational network is becoming an increasingly common form of organization. The majority of trade is carried out between organizations, rather than organizations and households. Many of these networks are concerned...

... aims at presenting a theoretical overview of how current sponsorship research could be developed further by applying the basic ideas and concepts provided by the interaction/network approach to the study of sponsorship‐related phenomena. Adopting an interaction/network perspective means that, instead...