International Communication. A spatial projection of total business communication

The concept of "Total Business Communication" is intended to refer to the set of expressions through which a company activates a process of communication aimed at one or more audiences (individuals, companies or institutions), and through which it also presents its identity and influences its image or reputation. Before this work, I had not expressly intended to extend this naturally complex concept to international firms, especially because such an extension would have engendered further complexity both generally and specifically, with particular regard to various issues to be addressed. Nevertheless, I was later convinced to deal with international firms and their communication, too; in so doing, I was able to draw attention to the specific nature and character of the implications of the "Total Business Communication" concept. After discussing problems, methods and models concerning the communication process, I also wished to emphasize the weight of an essential component: the human one. In this respect, the emergence of a generalist figure in the business communication processes as a whole, completely corresponding to the figure of the total business communicator, agrees with the imperative need for a current and future perspective of an actually rational management of business communication.