出版社：Visoka poslovna škola strukovnih studija Prof. dr Radomir Bojković, Kruševac
摘要：External communication is the commu- nication that takes place between the organization and all those who are in its outer environment. It is being conducted by employees in the organization who are responsible for relationships with customers,business partners and the broader society. The purpose of external communication is to establish or improve relationships with external parties,in order to improve their own business. It is necessary to point out the benefits and advantages,so that an organization can have a successful external communications. If communication between the organization and clients is at a higher level,then the satisfaction and the trust of clients towards the organization would be at a higher level. Also,if the quality of business communication between an organization and its external public is at a higher level,the image of the organization in the public would be better..
其他摘要：Eksterna komunikacija je komunikacija koja se odvija između organizacije i svih onih koji se nalaze u njenom spoljašnjem okruženju. Nju obavljaju zaposleni u organizaciji koji su zaduženi za odnose sa potrošačima,poslovnim partnerima i širom društvenom za
关键词：improvement of the organization;external communication;customer satisfa- ction;customer needs.
