Raising the Corporate Umbrella : Corporate Communications in the Twenty-First Century

Kitchen, Philip J./ Schultz, Don E.

Palgrave Macmillan（2001/01発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 410 p.
• 言語 ENG
• 商品コード 9781349425327
• DDC分類 658.45

Full Description

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

Contents

Raising the Corporate Umbrella: The 21st Century Need Talking Heads: CEO as Spokesperson Organisational Learning: Interaction Between Marketing, Public Relations, and Management Balancing Corporate Branding Policies in Multibusiness Companies. The Role of Integrated Communication and Integrated Marketing Communication Corporate Branding and Advertising Spanning the Global Environment Marketing Public Relations Crisis Communication Management: Protecting and Enhancing Corporate Reputation and Identity Takeover/Merger: The Jaws Mentality Visioning and Intellectual Capital Corporate and Marketing Communications: Interaction + Integration = Synergy