Description: Readers will find up to date, scientifically based models to analyze corporate image and corporate identity, plus techniques to improve the effectiveness of corporate communication programs, planning and implementation. A cross functional perspective, integrating theory from the public relations tradition, and marketing communication. Focuses on the interdependent relations between corporate strategy, corporate identity and corporate image (what is identity and how can one minimize the gap between deserved image and actual identity). Student on corporate communication courses, usually at MBA and masters level. Also those on public relations, marketing comms, and advertising courses; professional courses on the above.

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