Today's global markets demand that companies of all sizes look to international markets for potential customers. The successive crises that have taken place in the last decade make the internationalization of companies essential. This situation is further aggravated in the case of SMEs, as surviving only from national markets is becoming increasingly difficult. Indeed, the economic sphere is in constant flux, which demands that companies have a great capacity for adaptation to face the new challenges of an ever more globalized and difficult market. In this context, new forms of business communication are emerging, especially through the web and new technologies. Digital marketing and the dissemination of corporate information have become key processes for the success of companies. It is therefore crucial to research different digital marketing processes and ways of breaking down linguistic and cultural barriers between users from different sociolinguistic contexts. Innovative Perspectives on Corporate Communication in the Global World contains different contributions focused on the description of methods, processes, and tools that can be adopted to achieve corporate internationalization goals. The chapters provide a comprehensive review of the why, what, and how of disseminating corporate information and promoting corporate digital communication into internationalization processes. These strategies can be related to the development of digital tools, the design of new corporate communication strategies, the proposal of new ways of breaking social and linguistic barriers between technology users, or the creation of new methodologies aimed at evaluating the effectiveness of digital marketing strategies. This book is ideal for marketers, managers, executives, entrepreneurs, practitioners, researchers, academicians, and students interested in new corporate communication strategies and their effectiveness.
Gutiérrez-Artacho, Juncal: - Juncal Gutiérrez-Artacho is a Doctor in Translation and Interpreting and lecturer at the Department of Translation and Interpreting at the University of Granada (Spain). She has given courses in different degrees and master's at a number of Spanish universities. She has participated in numerous national and European research projects. Her lines of research are the multilingual Information Retrieval and new translation and interpreting technologies. http: //orcid.org/0000-0002-0275600X
Olvera-Lobo, María Dolores: - María-Dolores Olvera-Lobo is a Doctor in Documentation, Full Professor at the Department of Information and Communication at the University of Granada (Spain) and teacher at the Faculties of Communication and Documentation, and Translation and Interpreting. She is the principal investigator of the HUM466 Research Group "Scientific Information: Access and Evaluation," PI in national R&D&I projects financed by the Ministry of Economy, Industry and Competitiveness, and in numerous teaching innovation projects at the University of Granada.Her research lines are focused on Information Retrieval, advanced systems in information retrieval, specialized documentation, Web 2.0, translators training and information resources for translators.
Rivera-Trigueros, Irene: - Irene Rivera-Trigueros is a PhD candidate at the Department of Translation and Interpreting of the University of Granada, Spain. She is currently working as a predoctoral researcher at the University of Granada with an FPU contract funded by the Spanish Ministry of Education, Culture and Sports. She graduated in Translation and Interpreting at the University of Granada and holds a MA in Information and Scientific Communication (University of Granada) and a MA in Teacher Training for Compulsory and Upper Secondary Education, Vocational Education and Training (VET) and Language Teaching (University of Almería).
