Even before the outbreak of COVID-19, scholars and marketers alike
were paying increased attention to the complex array of
stakeholders that corporations need to address to maintain a strong
brand, identity, and reputation. To date, however, little empirical
research into these issues has been published, and no single work
has taken stock of the major changes in the field of stakeholder
communication as they apply to corporate branding. The Emerald
Handbook of Multi-Stakeholder Communication gathers an
international, multidisciplinary team of experts to present just
such sorely needed insight into effective brand messaging for
multiple stakeholders, all while utilizing a diverse array of
theoretical and methodological approaches that cumulatively present
an up-to-date overview of the whole field. Starting with an
introductory section on corporate messaging in a post-COVID era,
chapters cover branding, identity, and reputation, respectively
before covering differing marketing approaches and building a
concluding reflection on future challenges and opportunities. These
chapters offer comparative analyses of many different types of
stakeholders from all over the globe. B2C, B2B, C2C and P2P
contexts are all considered, as are recent developments in the
field related to social media relations, sustainability and
inclusivity, and virtual, mixed, and augmented reality. This
comprehensive handbook is a must-have resource not only for
students and researchers in business, management, brand management,
communication, consumer behaviour, and marketing, but also for
marketing practitioners, advertising and PR practitioners, and
business consultants.
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