Podnar, Klement <br/><br/>
Corporate communication :   a marketing viewpoint / 
Klement Podnar. 
 - New York, NY :  Routledge,  2015. 
 - vii, 225 pages;  23 cm. 
<br/><br/> Includes index. 
<br/><br/>Introduction -- Corporate communication framework -- The concept of corporate communication -- Overview of corporate communication -- Duality of organizations -- Focus of corporate communication: identity, image and reputation -- Corporate communication in organizations -- Corporate identity -- Understanding corporate identity -- Goals and corporate identity -- Managing corporate identity -- The role of branch identity -- Articulation of corporate identity -- Communicating corporate identity -- Corporate brand and branding -- Definition of corporate brand -- Purpose and consequences of corporate brands -- Corporate branding -- Identity and position of corporate brands -- Company's brand architecture -- Organizational structure of corporate brands -- Corporate rebranding -- Employer branding -- Corporate brand and employees -- Employer branding -- Internal branding programmes -- Internal branding and organizational identity and culture -- Ethical branding and corporate social responsibility -- Ethical branding and its misuses -- Understanding corporate social responsibility -- Societal expectations as the foundation of corporate social responsibility -- Implementation of corporate social responsibility -- Communicating corporate social responsibility -- Reporting corporate social responsibility -- Stakeholder management and communication -- Stakeholder paradigm -- Public and public sphere -- Categories of stakeholders -- Distribution of power among stakeholders -- Criteria for classification of stakeholders -- Stakeholder management -- Stakeholder behaviour -- Communication with stakeholders -- Storytelling and issue management in time of change and crises -- Definition of corporate story -- Framework and structure of the corporate story -- Plurality of corporate stories and their role in times of organizational changes -- Communication in crisis -- Corporate communications -- Purpose of corporate communication -- Management as the company's spokesperson -- Company's celebrity endorsers -- Corporate visual identity (CVI) -- Corporate and institutional advertising -- Informal communications -- Corporate associations: identity traits and corporate image -- Corporate associations -- Perception of a company -- Identity traits -- Corporate image -- Measuring corporate image -- Critiques of corporate image -- Achieving desired corporate image -- Corporate associations: reputation and trust -- Corporate reputation -- Dimensions of corporate reputation -- Corporate reputation management -- Perceived external prestige of a company -- Consequences of corporate reputation -- Forms and roles of trust -- Definition of trust -- Dimensions of trust -- Consequences of bad reputation and mistrust -- Organizational identification -- Identification: main characteristics -- Identifications in the work environment -- Corporate and group identification of employees -- Consumer identification -- Brand communities -- Effects of organizational identification -- Organizational commitment and social acceptability -- Influence of organizational identification on commitment -- Understanding organizational commitment -- Dimensions of commitment -- Effects of commitment -- Social acceptability 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781138804722 
<br/><br/><label>Source: </label> Institutional Fund 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in organizations.<br/>Corporate culture.<br/>Corporate image.<br/>Organizational behavior.<br/>Marketing--Management.