Essentials of Corporate Communication

This engaging book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication. The book provides readers with research-based toolbox to be used for effective corporate communications and creating positive reputation. Examples are drawn from such global companies as Shell, Microsoft, Altria, Johnson & Johnson.