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Corporate communication

Corporate communication : a marketing viewpoint

 Podnar, Klement
 Routledge, 2015 ISBN: 9781138804708 (hardback)
 Abingdon, Oxon : vii, 225 p. ; 25 cm. English
Communication in organizationsOrganizational behaviorMarketingTiếp thịQuản lí tiếp thịHành vi tổ chứcKhoa Công nghệ thông tin
Mô tả biểu ghi
ID:73974
DDC 658.45
Tác giả CN Podnar, Klement
Nhan đề Corporate communication : a marketing viewpoint / Klement Podnar
Thông tin xuất bản Abingdon, Oxon :Routledge,2015
Mô tả vật lý vii, 225 p. ;25 cm.
Tóm tắt 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 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 associations, identification, commitment and acceptability. In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies; and questions at the end of each chapter. Principles are illustrated through a wealth of real-life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si.mobil, BP, Harley-Davidson and Coca-Cola. This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subjec
Thuật ngữ chủ đề Communication in organizations
Thuật ngữ chủ đề Organizational behavior
Thuật ngữ chủ đề Marketing-Management
Từ khóa tự do Tiếp thị
Từ khóa tự do Quản lí tiếp thị
Từ khóa tự do Hành vi tổ chức
Môn học Khoa Công nghệ thông tin
Địa chỉ 100TK_Tài liệu môn học-MH516016(1): 000148791
Tệp tin điện tử https://lib.hanu.edu.vn/kiposdata2/bookcover/000148791_thumbimage.jpg
MARC
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300[ ] |a vii, 225 p. ; |c 25 cm.
520[ ] |a 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 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 associations, identification, commitment and acceptability. In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies; and questions at the end of each chapter. Principles are illustrated through a wealth of real-life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si.mobil, BP, Harley-Davidson and Coca-Cola. This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subjec
650[0 0] |a Communication in organizations
650[0 0] |a Organizational behavior
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653[0 ] |a Quản lí tiếp thị
653[0 ] |a Hành vi tổ chức
690[ ] |a Khoa Công nghệ thông tin
691[ ] |a Truyền thông đa phương tiện
692[ ] |a Truyền thông doanh nghiệp
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