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.
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