Essentials of Corporate Communication
%50
1.773,45 TL
886,73 TL
Kategori
Yayınevi
Barkod
9780415328265
Yazar
Fombrun, Charles J.; Riel, Cees Van
Yayın Dili
İngilizce
Yayın Yılı
2006
Sayfa Sayısı
320
Kapak Tipi
Sert Kapak
Piyasa Fiyatı
40 GBP
This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication.
The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation.
Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.
Review:
"In the past decade Charles Fombrun and Cees van Riel have succeeded in making reputation relevant to professional experts and the corporate boardroom alike. In years to come reputation management will become as indispensable to the corporate world as accounting and business management are right now."--Jules Prast, Executive Vice President & Global Director of Corporate Communications, Royal Philips Electronics
"This volume offers a sophisticated how-to guide, modeling the flow and language that architects of communication systems could immediately appply wtih precision and skill." -- Choice
Introduction The Communication System Chapter 1 What is Corporate Communication? Chapter 2 From Communication to Reputation Chapter 3 Building Identity and Identification Chapter 4 Measuring Corporate Identity Chapter 5 Communicating with the Corporate Brand Chapter 6 Developing a Reputation Platform Chapter 7 Expressing the Company Chapter 8 Communicating with Key Stakeholder Groups Chapter 9 Assessing the Effectiveness of Corporate Communication Chapter 10 Applied Reputation Research Chapter 11 Organizing Corporate Communication Bibliography
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