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| FUNDAMENTALS OF CORPORATE COMMUNICATIONS
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 To order this title, and for more information, click here
By
Richard Dolphin, Senior Lecturer in Marketing, Northampton Business School
Description
The Fundamentals of Corporate Communications gives professionals and students in marketing a comprehensive and incisive overview of what
modern corporate communications is, and what it can achieve.
The author has drawn on extensive business experience in the area and
wide ranging research in major corporations to produce an authoritative account of best practice - backed by numerous cases and examples.
The book demonstrates how corporate communications affects today's marketing mix and explains how it can support wider marketing objectives.
The key elements are covered in depth:
* Who are the key audiences in the present business climate * The role of Corporate Image and
Identity in the communications process * How communications informs and affects corporate strategy development * What are the tools of
modern communications- from lobbying to brand building * Using communications in a crisis
* Who should be communicator and why
The book
is both highly practical, it is grounded in real business issues, and rigorous in covering the concepts accessibly. It will be an essential
text and reference for practitioners and students of marketing.
Audience
Marketing directors; Senior marketing managers; Corporate communications managers; Advertising and media managers/consultants; Executive training courses.
Contents
Foreword by David Reed, Whitbread PLC; Towards an understanding of corporate communications; Audiences who - and where - are the key publics?;
Corporate identity: the role and value of corporate identity programmes; Strategy; Using the tools provided by corporate communication;
Crisis communications: truth at all costs?; The background of the communication executive; A bright future for corporate communication.
| Bibliographic details |
Hardbound, 240 pages, publication date: OCT-1998
ISBN-13: 978-0-7506-4186-9
ISBN-10: 0-7506-4186-X
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
GBP 40.99
EUR 59.95
USD 68.95
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 27 Sep 2008
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