The Fundamentals of Corporate Communications gives professionals
and students in marketing a comprehensive and incisive overview of
what modern corporate communications is, and what it can achieve.
The author has drawn on extensive business experience in the area
and wide ranging research in major corporations to produce an
authoritative account of best practice - backed by numerous cases
and examples.
The book demonstrates how corporate communications affects today's
marketing mix and explains how it can support wider marketing
objectives. The key elements are covered in depth:
* Who are the key audiences in the present business climate * The
role of Corporate Image and Identity in the communications process
* How communications informs and affects corporate strategy
development * What are the tools of modern communications- from
lobbying to brand building * Using communications in a crisis
* Who should be communicator and why
The book is both highly practical, it is grounded in real business
issues, and rigorous in covering the concepts accessibly. It will
be an essential text and reference for practitioners and students
of marketing.
Practical approach and style which will engage professional
readership
Uses many contemporary business cases and examples
No other research of such depth has taken place in the UK recently
indicating that this is a unique statement of present best practice
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