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Corporate communication : a marketing viewpoint /
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or public relations perspective or public realations perspective, this book provides a co...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés Slovenian |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2015.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Podnar, Klement, |e author. | |
| 240 | 1 | 0 | |a Korporativno komuniciranje. |l English |
| 245 | 1 | 0 | |a Corporate communication : |b a marketing viewpoint / |c Klement Podnar. |
| 264 | 1 | |a Abingdon, Oxon ; |a New York, NY : |b Routledge, |c 2015. | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 546 | |a Translated from the Slovenian. | ||
| 505 | 0 | |a 1. Corporate communication framework -- 2. Corporate identity -- 3. Corporate brand and branding -- 4. Employer branding -- 5. Ethical branding and corporate social responsibility -- 6. Stakeholder management and communications -- 7. Storytelling and issue management in times of change and crises -- 8. Corporate communications -- 9. Corporate associations : identity traits and corporate image -- 10. Corporate associations : reputation and trust -- 11. Organizational identification -- 12. Organizational commitment and social acceptability. | |
| 520 | |a Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or public relations perspective or public realations perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability. In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies; and questions at the end of each chapter. Principles are illustrated through a wealth of real-life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si.mobil, BP, Harley-Davidson and Coca-Cola. This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject. -- from back cover. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Communication in organizations. | |
| 650 | 0 | |a Corporate culture. | |
| 650 | 0 | |a Corporate image. | |
| 650 | 0 | |a Organizational behavior. | |
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 6 | |a Communication dans les organisations. | |
| 650 | 6 | |a Culture organisationnelle. | |
| 650 | 6 | |a Entreprises |x Image. | |
| 650 | 6 | |a Comportement organisationnel. | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 7 | |a corporate image. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Communication in organizations |2 fast | |
| 650 | 7 | |a Corporate culture |2 fast | |
| 650 | 7 | |a Corporate image |2 fast | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 650 | 7 | |a Organizational behavior |2 fast | |
| 758 | |i has work: |a Corporate communication (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGqxt4b4GPtHqBR69hXhf3 |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Podnar, Klement. |s Korporativno komuniciranje. English. |t Corporate communication |z 9781138804708 |w (DLC) 2014016817 |w (OCoLC)879034201 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1843535 |z Texto completo |
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