Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. This exciting new text book is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. This exciting new text book is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Klement Podnar (PhD) is a professor at the Faculty of Social Sciences at the University of Ljubljana, where he teaches Corporate Communication, Basics of Visual Communication and Marketing. He serves on several editorial boards of international journals and is as an associate editor of the Journal of Promotion Management. His research has been published in a number of international journals including: Journal of Business Research, European Journal of Marketing, Corporate Communication: An International Journal, and Journal of Marketing Communications. Klement Podnar is the organizer of several international conferences and cofounder of the International CSR communication conference.
Inhaltsangabe
1.Corporate Communication Framework 2.Corporate Identity 3.Corporate Brand and Branding 4.Employer Branding 5.Ethical Branding and Corporate Social Responsibility 6.Stakeholder Management and Communications 7.Storytelling and Issue Management 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 Social Acceptability
1.Corporate Communication Framework 2.Corporate Identity 3.Corporate Brand and Branding 4.Employer Branding 5.Ethical Branding and Corporate Social Responsibility 6.Stakeholder Management and Communications 7.Storytelling and Issue Management 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 Social Acceptability
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