Publisher's Synopsis
Providing a source of inspiration and documentation in the area of corporate communication, this is a fresh new text on a topical area of study.
Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon the company's internal and external communication.
The text features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication programs - thus offering readers best practice examples. Presenting the most up-to-date content available this essential textbook is a must-read for all those studying and working in this field.
