Corporate communication a marketing viewpoint
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or public relations perspective or public realations perspective, this book provides a co...
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge, Taylor & Francis Group
2015
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991008591259708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- Corporate communication framework
- Corporate identity
- Corporate brand and branding
- Employer branding
- Ethical branding and corporate social responsibility
- Stakeholder management and communications
- Storytelling and issue management in times of change and crises
- Corporate communications
- Corporate associations: identity traits and corporate image
- Corporate associations: reputation and trust
- Organizational identification
- Organizational commitment and social acceptability
