Corporate communication : a marketing viewpoint /

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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Podnar, Klement (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Slovenian
Publicado: Abingdon, Oxon ; New York, NY : Routledge, 2015.
Temas:
Communication in organizations.
Corporate culture.
Corporate image.
Organizational behavior.
Marketing > Management.
Communication dans les organisations.
Culture organisationnelle.
Entreprises > Image.
Comportement organisationnel.
Marketing > Gestion.
corporate image.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Communication in organizations
Corporate culture
Corporate image
Marketing > Management
Organizational behavior
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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