Raising the Corporate Umbrella
eBook - PDF

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

  1. English
  2. PDF
  3. Available on iOS & Android
eBook - PDF

Raising the Corporate Umbrella

Corporate Communications in the Twenty-First Century

About this book

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

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Yes, you can access Raising the Corporate Umbrella by Philip J. Kitchen,Don E. Schultz in PDF and/or ePUB format, as well as other popular books in Business & Business Communication. We have over one million books available in our catalogue for you to explore.

Table of contents

  1. Cover
  2. Contents
  3. List of figures
  4. List of tables
  5. Notes on contributors
  6. Acknowledgements
  7. 1 Raising the corporate umbrella – the 21st-century need
  8. 2 Talking heads: the CEO as spokesperson
  9. 3 Balancing corporate branding policies in multi-business companies
  10. 4 Responsive and responsible communication practices: a pluralist perspective
  11. 5 The role of integrated communication in the interactive age
  12. 6 Corporate branding and advertising
  13. 7 Global issues in branding, communication and corporate structure
  14. 8 Marketing public relations: where the twain shall meet
  15. 9 Crisis communication management: protecting and enhancing corporate reputation and identity
  16. 10 Take-over and merger: the jaws mentality
  17. 11 The corporate entity and agency interaction
  18. 12 Vision, values, intellectual property and assets
  19. 13 Measuring the value of the corporate brand
  20. 14 Closing and re-opening the corporate umbrella
  21. References
  22. Index