Corporate Communication

Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies, and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organisation. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment, and acceptability.

In order to help reinforce key learning points, grasp the essential facts, and digest and retain information, the text offers a comprehensive pedagogy. This includes chapter summaries, a list of key words and concepts, case studies, and questions at the end of each chapter. Principles are illustrated through a wealth of real-life examples, drawn from a variety of big, small, global, and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson, and Coca-Cola.

This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations. It is also invaluable for managers who need a complete and accurate view of this increasingly important subject.