Providing a toolbox for understanding and implementing corporate communication, "Essentials of Corporate Communication" is a lively and engaging new text on this topical 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, this text illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication.
The book also features discussion questions for students, chapter introductions, reflection, and key points boxes. It uses well-known companies such as Boeing, Volkswagen, Johnson & Johnson, Virgin, and IKEA as examples; as well as issues such as the Gulf War to illustrate key points.