Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.
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About the Author
Philip Kitchen is the Martin Naughton Professor of Business Strategy, specializing in Marketing, at the Queen's University Management School, Belfast.
Don Schultz is Professor of integrated Marketing Communications (IMC) at the Medill School of Journalism, Northwestern University.
Both authors travel extensively, teaching and giving papers at marketing communication conferences and events throughout Europe, UK, Ireland, United States, New Zealand and Israel.
Don Schultz is Professor of integrated Marketing Communications (IMC) at the Medill School of Journalism, Northwestern University.
Both authors travel extensively, teaching and giving papers at marketing communication conferences and events throughout Europe, UK, Ireland, United States, New Zealand and Israel.
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Inside This Book
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First Sentence:
Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
parent behind the brand, raising the corporate umbrella, customer income flows, corporate branding strategy, corporate communication director, crisis communication management, corporate brand value, corporate communication programs, brand earnings, corporate communication professionals, corporate communication management, strong corporate brand, corporate communication manager, integrated marketing approach, brand valuation, branding policies, brand contacts, marketing communication programs, integrated marketing communication, van riel, empty raincoat, brand house, brand essence, brand communication, individual brands Key Phrases - Capitalized Phrases (CAPs): (learn more)
Brand Finance, The Body Shop, United States, New Zealand, Bank of America, Star Wars, Global Best Practices, Stephen Tindall, General Electric, North America, Smythe Dorward Lambert, Anita Roddick, British Airways, Intangible Earnings, Standard Oil, Biggo Industries, Legoland California, Levi Strauss, Malden Mills, Public Relations Society of America, The Phantom Menace, Union Carbide, Astra Pharmaceuticals, Durk Jager, European Community New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Impatient investors and unforgiving directors are increasingly pinning the blame for their corporate woes on the chief executive. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
parent behind the brand, raising the corporate umbrella, customer income flows, corporate branding strategy, corporate communication director, crisis communication management, corporate brand value, corporate communication programs, brand earnings, corporate communication professionals, corporate communication management, strong corporate brand, corporate communication manager, integrated marketing approach, brand valuation, branding policies, brand contacts, marketing communication programs, integrated marketing communication, van riel, empty raincoat, brand house, brand essence, brand communication, individual brands Key Phrases - Capitalized Phrases (CAPs): (learn more)
Brand Finance, The Body Shop, United States, New Zealand, Bank of America, Star Wars, Global Best Practices, Stephen Tindall, General Electric, North America, Smythe Dorward Lambert, Anita Roddick, British Airways, Intangible Earnings, Standard Oil, Biggo Industries, Legoland California, Levi Strauss, Malden Mills, Public Relations Society of America, The Phantom Menace, Union Carbide, Astra Pharmaceuticals, Durk Jager, European Community New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 78
books:
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1
book
cites this book:
- Communicating Globally: An Integrated Marketing Approach by Don E Schultz on 4 pages
- Star Wars: From the Adventures of Luke Skywalker by George Lucas on page 125, page 191, and page 192
- Marketing Communications: Principles and Practice by Philip J. Kitchen in Table of Contents, Back Matter (1), and Back Matter (2)
- Internal Marketing: Directions for Management by Barbara Lewis in Front Matter, and Back Matter
- in Table of Contents, and Back Matter
See all 78 books this book cites
- A Primer for Integrated Marketing Communications by Philip Kitchen in Back Matter
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