Corporate communication : a marketing viewpoint

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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Bibliographic Details
Main Author: Podnar, Klement (-)
Format: Book
Language:Inglés
Published: Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group 2015
Subjects:
Comunicación en las organizaciones
Cultura de la empresa
Imagen de la empresa
See on 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
Table of Contents:
  • 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

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