Principles of Corporate Communication

Van Riel, Cees B. M.

ISBN 10: 0131509969 / ISBN 13: 9780131509962

Published by Pearson Education, Limited, 1995

Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # GRP58154347

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.

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.

Bibliographic Details

Title: Principles of Corporate Communication
Publisher: Pearson Education, Limited
Publication Date: 1995
Binding: Soft cover
Condition: Very Good