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 organization. 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, including: 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, not to mention managers who need a complete and accurate view of this increasingly important subject.
‘Companies are personae and as such they must build and defend their credibility. Podnar's Corporate Communication tells a scholarly story on who should do what, to whom, how (in what channel), with what purpose and with what effect, in the world of organizations to articulate and nurture their identies, images and reputations.’ - Dr. Dejan Vercic, Professor and Head of Centre for Marketing and Public Relations, Faculty of Social Sciences, University of Ljubljana, Slovenia
‘Klement Podnar is a corporate communication scholar and educationalist of the top rank and this book will be welcomed by scholars and practitioners alike. It is a book that many of us will be kept close at hand and will be frequently consulted.’ - Professor John M.T. Balmer, Professor of Corporate Marketing, Brunel University, London; quondam Professor of Corporate Brand/Identity Management, Bradford University School of Management, England
‘This is an extraordinary textbook that covers all relevant theories and insights of corporate communication. Starting with corporate identity, reputation, branding and storytelling as unique theories in corporate communication, this book shows that corporate communication has grown into an essential asset for all organizations.’ – Wim Elving, Professor in Corporate Communication, University of Amsterdam, The Netherlands
1.Corporate Communication Framework 2.Corporate Identity 3.Corporate Brand and Branding 4.Employer Branding 5.Ethical Branding and Corporate Social Responsibility 6.Stakeholder Management and Communications 7.Storytelling and Issue Management in Times of Change and Crises 8.Corporate Communications 9.Corporate Associations: Identity Traits and Corporate Image 10.Corporate Associations: Reputation and Trust 11.Organizational Identification 12.Organizational Commitment and Social Acceptability