The European Union’s partnership policy towards Brazil: more than meets the eye

This article focuses on the evolving nature of the foreign policy of the European Union (EU) towards Brazil, which gained momentum and became more dynamic and denser after the establishment of a formal strategic partnership (SP) in 2007. It provides a historical overview of the institutional relations between Brussels and Brasília, before proceeding with an analysis of the main drivers behind this novel development. The study goes on to offer a critical examination of the implementation of the EU–Brazil SP by casting light on both its major achievements and the challenges it has faced. It concludes that the establishment of a formal strategic partnership with Brazil has contributed to the strengthening of the EU’s globally oriented partnership policy and ultimately to the incremental empowerment of the EU necessary to the assertion of its values, objectives and interests on the international stage.     

Integrated Web-based marketing communication: An institutional tracking study

ABSTRACT

Online media have had a great impact on communications and given birth to new paradigms of marketing and marketing communication. Most significant amongst these is the paradigm of integration. Web-based communication permits comprehensive integration and it has raised integration to the status of a business imperative. If integration is indeed so central to the success of the corporate endeavour it becomes increasingly important to evaluate its application and quality. This article explores the assessment of Web-based marketing communication integration. Integrated Web-based marketing communication (IWMC) is conceptualised and the theoretical assumptions of integration are related to Web-based communication. The methodology of the investigation, the analysis of the data and the results of the tracking study are presented and discussed.