Principles of Corporate Communication

by Cees Van Riel

This work provides up-to-date, scientifically based models to analyze corporate image and corporate identity, plus techniques to improve the effectiveness of corporate communication programmes, planning and implementation. The book features a cross functional perspective, integrating theory from the public relations tradition, and marketing communications, and focuses on the interdependent relations between corporate strategy, corporate identity and corporate image. This work is intended for use on MBA and Masters-level corporate communications courses, and also for public relations, marketing communications and advertising courses.

256 pages, Paperback

First published June 22, 1995

Reviews

[Brian · Rating 2 out of 5]

Very academic. Europe-focused. It was helpful - I found a few good ideas - some good notes for my project and thesis. But I wonder how dated the material was.

[Gönül Şener]

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