Corporate communication : a marketing viewpoint /
By: Podnar, Klement.
Publisher: Abingdon, Oxon : Routledge ; 2015Description: [iv], 225 p. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138804708 hardback; 9781138804708:; 1138804703 hardback; 9781138804722 pbk.; 113880472X pbk..Subject(s): Communication in organizations -- Corporate culture | Communication in organizations | Marketing -- Management | Corporate culture | Corporate image | Organizational behaviorDDC classification: 658.4Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.4 POD (Browse shelf(Opens below)) | 1 | Available | 0064021 |
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658.4 MUL Management and organisational behaviour / | 658.4 NAH The art and science of leadership / | 658.4 POD Corporate communication : a marketing viewpoint / | 658.4 POD Corporate communication : a marketing viewpoint / | 658.4 ROB Management / | 658.4 ROB Management / | 658.4 ROB Management / |
Includes bibliographical references and index.
List of figures -- Introduction -- 1 : corporate communication framework -- 2 : corporate identity -- 3 : corporate brand and branding -- 4 : employer branding -- 5 : ethical branding and corporate responsibility -- 6 : stakeholder mangement and communications -- 7 : storytelling and issue mangement 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 scoial acceptability -- Conclusion -- Author index -- Subject index.
'Corporate Communication' offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. 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.