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Raising the Corporate Umbrella By Philip J. Kitchen

Raising the Corporate Umbrella
by Philip J. Kitchen

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Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation.
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Raising the Corporate Umbrella Summary


Raising the Corporate Umbrella: Corporate Communications in the Twenty-First Century by Philip J. Kitchen

Corporate communications are now hugely important in the success of companies and organisations. Using cases and examples from companies such as The Body Shop, Texaco, Johnson & Johnson, BP Oil & British Airways the authors introduce the framework necessary to analyse corporate communications strategies and provide clear practical guidelines for successful implementation. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organisations.

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About Philip J. Kitchen


PROFESSOR CEES B.M. VAN RIEL and GUIDO BERENS, Rotterdam School of Management, The Netherlands JIM GARRITY Senior Vice President, Corporate Marketing, First Union Corporation, USA ANDERS GRONSTEDT Sweden TOM HARRIS author of Marketing Public Relations, Prentice Hall, 1995 JIM LUKASZEWSKI, author, lecturer, trainer, counsellor, and public speaker MARYLIN ROBERTS, University of Florida, US SHEKAR SWAMY President R.K. Swamy/BBDO, India DR. RICHARD VAREY Salford University, United Kingdom. PROFESSOR TED ZORN, Chair of Management Communication, Waikato University, New Zealand

Table of Contents


Raising the Corporate Umbrella: The 21st Century Need Talking Heads: CEO as Spokesperson Organisational Learning: Interaction Between Marketing, Public Relations, and Management Balancing Corporate Branding Policies in Multibusiness Companies. The Role of Integrated Communication and Integrated Marketing Communication Corporate Branding and Advertising Spanning the Global Environment Marketing Public Relations Crisis Communication Management: Protecting and Enhancing Corporate Reputation and Identity Takeover/Merger: The Jaws Mentality Visioning and Intellectual Capital Corporate and Marketing Communications: Interaction + Integration = Synergy

Additional information

GOR003041422
Raising the Corporate Umbrella: Corporate Communications in the Twenty-First Century by Philip J. Kitchen
Philip J. Kitchen
Used - Very Good
Hardback
Palgrave Macmillan
2001-09-04
410
0333926390
9780333926390
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.