Corporate Communications: A 21st Century Primer (Response Books)

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9780761997467: Corporate Communications: A 21st Century Primer (Response Books)

This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations.

Among the topics discussed are:

- The evolution and nature of the new era and its unique communication needs.
- The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments.
- The advantages of the complementary use of traditional and new media in reaching the entire targeted audience.
- The importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits.

"synopsis" may belong to another edition of this title.

Review:

For a book written for a tribe that thrives on jargon, this one is remarkably free of that commodity. Simple, lucid and rich with personal insights, Corporate Communications should appeal as much to the `been there done that` professional as to the newcomer who has just entered the field. While there are indepth studies of brand evolution and media strategy, there are also lucid chapters devoted to the different types of media; there`s even a section that explains the difference between screen and offset printing. Even better for the neophyte, there are practical exercises at the end of each chapter, making this an ideal textbook for any academic course in corporate communications. (Outlook Money)

Centered around contemporary communication theory and illustrated through numerous examples and case studies, this primer will serve as a text for a wide range of courses including corporate communications, advertising, public relations, customer relationship management, consumer marketing and marketing strategy. (Business Line)

This Primer is worth its value in understanding not only about corporate communication but inter-linked aspectslike advertising, PR, customer relations and marketing. (Pitch)

... Simple, lucid and rich with personal insights, Corporate Communications should appeal as much to the `been there done that` professional as to the newcomer who has just entered the field. While there are indepth studies of brand evolution and media strategy...there`s even a section that explains the difference between screen and offset printing. Even better for the neophyte, there are practical exercises at the end of each chapter, making this an ideal textbook for any academic course in corporate communications.
(Outlook Money)

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Book Description Paper Back. Book Condition: New. Size: 22x14cm, Contents: List of Figures; List Of Boxes; Acknowledgements; Introduction; 1. The 21st Century Corporate: In the Beginning; 2. Corporate Communications: A Brand New World; 3. The Domains of Influence: Audiences, Communities and Publics; 4. Advertising: Beyond the Brand; 5. Public Relations: Into the Strategy Realm; 6. The Traditional Media: Between the lines; 7. The new Media: Across the Digital Divide; 8. Business and Non-Profit Organizations: Communication is Commitment; 9. Companies and Corporations: Communicating the Corporate; 10. The Corporate Communicator and You: From Signposts to Milestones; Index. 282 Verify ISBN for International Edition; year of publication 2004 0761997466. Bookseller Inventory # 75203

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Book Description SAGE Publications Inc, United States, 2004. Paperback. Book Condition: New. New.. 212 x 140 mm. Language: English . Brand New Book. This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations. Among the topics discussed are: - The evolution and nature of the new era and its unique communication needs. - The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments. - The advantages of the complementary use of traditional and new media in reaching the entire targeted audience. - The importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits. Bookseller Inventory # AAX9780761997467

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Book Description SAGE Publications Inc, United States, 2004. Paperback. Book Condition: New. New.. 212 x 140 mm. Language: English . Brand New Book. This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations. Among the topics discussed are: - The evolution and nature of the new era and its unique communication needs. - The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments. - The advantages of the complementary use of traditional and new media in reaching the entire targeted audience. - The importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits. Bookseller Inventory # AAX9780761997467

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