The fundamentals of corporate communication [electronic resource]

• 作者： Dolphin, Richard R.
• 其他作者：
  • Chartered Institute of Marketing.
• 其他題名：
  • CIM professional.
• 出版： Oxford ;Boston : Butterworth-Heinemann
• 叢書名： The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
• 主題： Communication in organizations , Communication in management , Corporations--Public relations. , BUSINESS & ECONOMICS--Business Communication--General. , Communicatie. , Bedrijfsinformatie. , Management , Electronic books.
• ISBN： 9780750641869 (electronic bk.) 、 075064186X (electronic bk.) 、 9780080938974 (electronic bk.) 、 0080938973 (electronic bk.)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: Includes bibliographical references (p. [208]-215) and index. Foreword by David Reed, Whitbread PLC; Towards an understanding of corporate communications; Audiences who -- and 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. "Published in association with the Chartered Institute of Marketing."
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• 摘要註: 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.
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