Umfang:
Online-Ressource (1 online resource (xiv, 221 p.))
Ausgabe:
Online-Ausg. 2010 Electronic reproduction; Available via World Wide Web
ISBN:
128232926X
,
9781136401589
,
9781282329263
,
0080938973
,
075064186X
,
9780080938974
,
9780750641869
Serie:
The Chartered Institute of Marketing / Butterworth-Heinemann marketing series
Inhalt:
The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what modern corporate communications is, and what it can achieve. The author has drawn on extensive business experience in the area and wide ranging research in major corporations to produce an authoritative account of best practice - backed by numerous cases and examples. The book demonstrates how corporate communications affects today's marketing mix and explains how it can support wider marketing objectives. The key elements are covered in depth: * Who are the key audiences in the present business climate * The role of Corporate Image and Identity in the communications process * How communications informs and affects corporate strategy development * What are the tools of modern communications- from lobbying to brand building * Using communications in a crisis * Who should be communicator and why The book is both highly practical, it is grounded in real business issues, and rigorous in covering the concepts accessibly. It will be an essential text and reference for practitioners and students of marketing. Practical approach and style which will engage professional readership Uses many contemporary business cases and examples No other research of such depth has taken place in the UK recently indicating that this is a unique statement of present best practice
Inhalt:
The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what modern corporate communications is, and what it can achieve. The author has drawn on extensive business experience in the area and wide ranging research in major corporations to produce an authoritative account of best practice - backed by numerous cases and examples. The book demonstrates how corporate communications affects today's marketing mix and explains how it can support wider marketing objectives. The key elements are covered in depth: * Who are the key audiences in the present business climate * The role of Corporate Image and Identity in the communications process * How communications informs and affects corporate strategy development * What are the tools of modern communications- from lobbying to brand building * Using communications in a crisis * Who should be communicator and why The book is both highly practical, it is grounded in real business issues, and rigorous in covering the concepts accessibly. It will be an essential text and reference for practitioners and students of marketing. Practical approach and style which will engage professional readership Uses many contemporary business cases and examples No other research of such depth has taken place in the UK recently indicating that this is a unique statement of present best practice
Anmerkung:
Includes bibliographical references (p. [208]-215) and index
,
"Published in association with the Chartered Institute of Marketing
,
Description based on print version record
,
Foreword by David Reed, Whitbread PLC; Towards an understanding of corporate communications; Audiences whoand where -- are the key publics?; Corporate identity: the role and value of corporate identity programmes; Strategy; Using the tools provided by corporate communication; Crisis communications: truth at all costs?; The background of the communication executive; A bright future for corporate communication.
,
Electronic reproduction; Available via World Wide Web
Weitere Ausg.:
ISBN 1282329235
Weitere Ausg.:
ISBN 9780750641869
Weitere Ausg.:
Erscheint auch als Druck-Ausgabe Fundamentals of corporate communication
Sprache:
Englisch
URL:
Volltext
(An electronic book accessible through the World Wide Web; click for information)
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