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An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area.
Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations.
This new edition features
Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
1. Revealing the Corporation: An Integrative Framework 2. Identiy: The Quintessence of an Organization 3. Corporate Communications: A Dimension of Corporate Meaning 4. Corporate Image and Reputation: The Other Realities 5. The Corporate Brand: An Organization's Covenant 6. Case Study Section