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Corporate Communications: A 21st Century Primer

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en Limba Engleză Carte Paperback – 08 Nov 2004
This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations.

Among the topics discussed are:

- The evolution and nature of the new era and its unique communication needs.
- The role of advertising and public relations as potent tools to build corporate brands and nurture them in global environments.
- The advantages of the complementary use of traditional and new media in reaching the entire targeted audience.
- The importance of subscribing to healthy corporate citizenship practices for both businesses and non-profit outfits.
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Specificații

ISBN-13: 9780761997467
ISBN-10: 0761997466
Pagini: 284
Dimensiuni: 153 x 214 x 15 mm
Greutate: 0.37 kg
Ediția: New.
Editura: SAGE Publications
Colecția Sage Publications Pvt. Ltd
Locul publicării: New Delhi, India

Recenzii

For a book written for a tribe that thrives on jargon, this one is remarkably free of that commodity. Simple, lucid and rich with personal insights, Corporate Communications should appeal as much to the `been there done that` professional as to the newcomer who has just entered the field. While there are indepth studies of brand evolution and media strategy, there are also lucid chapters devoted to the different types of media; there`s even a section that explains the difference between screen and offset printing. Even better for the neophyte, there are practical exercises at the end of each chapter, making this an ideal textbook for any academic course in corporate communications.
Centered around contemporary communication theory and illustrated through numerous examples and case studies, this primer will serve as a text for a wide range of courses including corporate communications, advertising, public relations, customer relationship management, consumer marketing and marketing strategy.
This Primer is worth its value in understanding not only about corporate communication but inter-linked aspectslike advertising, PR, customer relations and marketing.
... Simple, lucid and rich with personal insights, Corporate Communications should appeal as much to the `been there done that` professional as to the newcomer who has just entered the field. While there are indepth studies of brand evolution and media strategy…there`s even a section that explains the difference between screen and offset printing. Even better for the neophyte, there are practical exercises at the end of each chapter, making this an ideal textbook for any academic course in corporate communications.

Cuprins

Introduction
The 21st Century Corporate: In the Beginning
Corporate Communications: A Brand New World
The Domains of Influence: Audiences, Communities & Publics
Advertising: Beyond the Brand
Public Relations: Into the Strategy Realm
The Traditional Media: Between the Lines
The New Media: Across the Digital Divide
Business and Non-Profit Organizations: Communication is Commitment
Companies and Corporations: Communicating the Corporate
The Corporate Communicator and You: From Signposts to Milestones
Index