Corporate communication : a marketing viewpoint / Klement Podnar.

Format:

Book

Author/Creator:

Podnar, Klement, author.

Standardized Title:

Korporativno komuniciranje. English

Language:

English

Subjects (All):

Communication in organizations.

Corporate culture.

Corporate image.

Organizational behavior.

Marketing--Management.

Marketing.

Physical Description:

1 online resource (235 p.)

Edition:

1st ed.

Place of Publication:

Abingdon, Oxon ; New York, N.Y. : Routledge, 2015.

Language Note:

English

Summary:

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 PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associati

Contents:

Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; Introduction; 1 Corporate communication framework; 1.1 The concept of corporate communication; 1.2 Overview of corporate communication; 1.3 Duality of organizations; 1.4 Focus of corporate communication: identity, image and reputation; 1.5 Corporate communication in organizations; 2 Corporate identity; 2.1 Understanding corporate identity; 2.2 Goals and corporate identity; 2.3 Managing corporate identity; 2.4 The role of branch identity; 2.5 Articulation of corporate identity

2.6 Communicating corporate identity3 Corporate brand and branding; 3.1 Definition of corporate brand; 3.2 Purpose and consequences of corporate brands; 3.3 Corporate branding; 3.4 Identity and position of corporate brands; 3.5 Company's brand architecture; 3.6 Organizational structure of corporate brands; 3.7 Corporate rebranding; 4 Employer branding; 4.1 Corporate brand and employees; 4.2 Employer branding; 4.3 Internal branding programmes; 4.4 Internal branding and organizational identity and culture; 5 Ethical branding and corporate social responsibility

5.1 Ethical branding and its misuses5.2 Understanding corporate social responsibility; 5.3 Societal expectations as the foundation of corporate social responsibility; 5.4 Implementation of corporate social responsibility; 5.5 Communicating corporate social responsibility; 5.6 Reporting corporate social responsibility; 6 Stakeholder management and communications; 6.1 Stakeholder paradigm; 6.2 Public and public sphere; 6.3 Categories of stakeholders; 6.4 Distribution of power among stakeholders; 6.5 Criteria for classification of stakeholders; 6.6 Stakeholder management

6.7 Stakeholder behaviour6.8 Communication with stakeholders; 7 Storytelling and issue management in times of change and crises; 7.1 Definition of corporate story; 7.2 Framework and structure of the corporate story; 7.3 Plurality of corporate stories and their role in times of organizational changes; 7.4 Communication in crisis; 8 Corporate communications; 8.1 Purpose of corporate communications; 8.2 Management as the company's spokesperson; 8.3 Company's celebrity endorsers; 8.4 Corporate visual identity (CVI); 8.5 Corporate and institutional advertising; 8.6 Informal communications

9 Corporate associations: identity traits and corporate image9.1 Corporate associations; 9.2 Perception of a company; 9.3 Identity traits; 9.4 Corporate image; 9.5 Measuring corporate image; 9.6 Critiques of corporate image; 9.7 Achieving desired corporate image; 10 Corporate associations: reputation and trust; 10.1 Corporate reputation; 10.2 Dimensions of corporate reputation; 10.3 Corporate reputation management; 10.4 Perceived external prestige of a company; 10.5 Consequences of corporate reputation; 10.6 Forms and roles of trust; 10.7 Definition of trust; 10.8 Dimensions of trust

10.9 Consequences of bad reputation and mistrust

Notes:

Description based upon print version of record.

Includes bibliographical references at the end of each chapters and indexes.

Description based on print version record.

ISBN:

1-317-61915-3

1-138-80472-X

1-315-75278-6

1-317-61917-X

9781315752785

OCLC:

895660889