Principles of Corporate Communication - Softcover

Riel, C. B. M. Van; Blackburn, Chris; Van Riel, Cees B. M.

Softcover

ISBN 10: 0131509969 ISBN 13: 9780131509962

Publisher: Prentice Hall, 1995

Synopsis

This work provides up-to-date, scientifically based models to analyze corporate image and corporate identity, plus techniques to improve the effectiveness of corporate communication programmes, planning and implementation. The book features a cross functional perspective, integrating theory from the public relations tradition, and marketing communications, and focuses on the interdependent relations between corporate strategy, corporate identity and corporate image. This work is intended for use on MBA and Masters-level corporate communications courses, and also for public relations, marketing communications and advertising courses.

About this title

From the Back Cover

Readers will find up to date, scientifically based models to analyze corporate image and corporate identity, plus techniques to improve the effectiveness of corporate communication programs, planning and implementation. A cross functional perspective, integrating theory from the public relations tradition, and marketing communication. Focuses on the interdependent relations between corporate strategy, corporate identity and corporate image (what is identity and how can one minimize the gap between deserved image and actual identity). Student on corporate communication courses, usually at MBA and masters level. Also those on public relations, marketing comms, and advertising courses; professional courses on the above.

Edition details

• Publisher: Prentice Hall
• Publication date: 1995
• Language: English
• ISBN 10: 0131509969
• ISBN 13: 9780131509962
• Binding: Paperback
• Edition number: 1
• Number of pages: 256