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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.
List of contents
Raising the Corporate Umbrella: The 21st Century Need Talking Heads: CEO as Spokesperson Organisational Learning: Interaction Between Marketing, Public Relations, and Management Balancing Corporate Branding Policies in Multibusiness Companies. The Role of Integrated Communication and Integrated Marketing Communication Corporate Branding and Advertising Spanning the Global Environment Marketing Public Relations Crisis Communication Management: Protecting and Enhancing Corporate Reputation and Identity Takeover/Merger: The Jaws Mentality Visioning and Intellectual Capital Corporate and Marketing Communications: Interaction + Integration = Synergy
About the author
PROFESSOR CEES B.M. VAN RIEL and GUIDO BERENS, Rotterdam School of Management, The Netherlands
JIM GARRITY Senior Vice President, Corporate Marketing, First Union Corporation, USA
ANDERS GRONSTEDT Sweden
TOM HARRIS author of Marketing Public Relations, Prentice Hall, 1995
JIM LUKASZEWSKI, author, lecturer, trainer, counsellor, and public speaker
MARYLIN ROBERTS, University of Florida, US
SHEKAR SWAMY President R.K. Swamy/BBDO, India
DR. RICHARD VAREY Salford University, United Kingdom.
PROFESSOR TED ZORN, Chair of Management Communication, Waikato University, New Zealand
Summary
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.
