Article ID Journal Published Year Pages File Type
4761792 Public Relations Review 2017 7 Pages PDF
Abstract

•Baltasar Gracián's A pocket oracle can be considered a strategic communication book.•This book offers a more ethical alternative in the proto-history of public relations to Machiavelli's Prince.•The emphasis of Gracián's work on substance and good deeds as the basis of a good reputation is in agreement with contemporary ethical principles of the discipline.

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Social Sciences and Humanities Business, Management and Accounting Marketing
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Ethics and strategy: A communication response to Machiavelli's The Prince in Baltasar Gracián's A pocket oracle
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