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Macmillan Higher Education

Managing Corporate Communication

A Cross-Cultural Approach

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Palgrave

Pages: 552
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AVAILABLE FORMATS

Paperback - 9780230348028

24 December 2012

$69.99

In stock

Ebook - 9781137292575

16 September 2017

$59.99

In stock


Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding...

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Corporate communication is an increasingly powerful strategic tool for connecting with a company's stakeholders. This book features contributions from leading international academics, combining a strong theoretical grounding and the latest research with a practical, managerial focus. Ideal for students and practitioners of corporate communications.

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Crosscultural European and US approach to corporate communication theory and practice, hosting contributors from seven different countries
Offers comprehensive, contemporary and futureoriented thought on the major challenges and cutting edge issues that corporate communicators as well as corporate communication scholars and researchers will have to face in coming years
Develops a multinational, integrated perspective on the most relevant topics affected by and affecting corporate communication in the current worldwide social, economic and media scenario
Carefully combines theoretical and managerial issues developing topics with a double conceptual and pragmatic perspective, and adds meaningful and valueadded best practice case studies
Combines scientific rigor and comprehensiveness with managerial relevance and an uptodate problem solving approach, written in a clear and direct style

Preface; E.T.Brioschi & O.Lerbinger
Introduction
PART I: CORPORATE COMMUNICATION CONCEPTUAL FRAMEWORK, ORGANIZATIONAL ROLE AND RESEARCH ISSUES
Corporate Communication as an Academic Discipline and a Strategic Management Function; R.Gambetti
Communicative Business: the Power of Corporate Communication to Manage Complexity; E.T.Brioschi
Corporate Communication and Value Creation (and Destruction) in the Firm's Evolutionary Process; R.Fiocca
Strategic Communication and the Entrepreneurial Role of the Corporate Communication Officer; E.Invernizzi & S.Romenti
Corporate Branding and Stakeholder Engagement in Corporate Communication Management: the Link Between Identity and Reputation; R.Gambetti & S.Biraghi
Corporate Reputation Robustness. Towards a Better Understanding of Reputational Risk; F.Lurati
The Conceptual Bridge Between Corporate and Marketing Communication; P.Kitchen
Convergencies and Divergencies Between Advertising and Public Relations; D.Tena Parera & D.Roca
Corporate Responsibility Disclosure and Communication; R.Gambetti & M.Giovanardi
Measuring Corporate Communication: an Overview and a Model Proposal; S.Romenti
Evaluating Corporate Reputation: the Link with Corporate Financial Performance; M.Schweiger & S.Raithel
Current Research Frontiers on Corporate Communication: a Postmodern Qualitative Insight; G.Graffigna
PART II: CORPORATE COMMUNICATION CHALLENGES AND OPPORTUNTIES IN A MARKETPLACE WITHOUT BOUNDARIES
Public Relations in International Management; O.Lerbinger
The Emergence of the Social Web and its Impact on Corporate Communication Practices; S.Quigley
The Power of Transparency, Authenticity and Empathy as Drivers of Corporate Stakeholder Engagement; S.Quigley
The New Reputation-centric CEOs and how to Counsel Them; P.Morrissey
Reflections on the Power Point: Where Corporate Communications, Power, and New Computer Applications Intersect; E.Downes
The Organization of the Corporate Communication Function; D.Wright
From Corporate Responsibility to Shared Responsibility: The New Driver of Co-creation and Innovation; J.Yohannan
PART III: BEST PRACTICES IN CORPORATE COMMUNICATION
To be Confirmed
Conclusion
Endnote; D.Bodega & T.Fiedler
References.
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ROSSELLA C. GAMBETTI is currently Assistant professor of Corporate and Marketing Communication at the Università Cattolica del Sacro Cuore in Milan, Italy. She is Editor-in-Chief of Communicative Business. Italian Research Review on Business Communication, the first Italian scholarly peer-reviewed journal specifically dedicated to research issues related to corporate and marketing communication, sponsored by the UPA (the Italian Association of Advertisers), unifying more than 600 companies active in Italy. She is author of several books, academic articles and essays on topics such as the strategic role of communication in corporate governance and intangible assets management, innovative branding strategies, and...

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ROSSELLA C. GAMBETTI is currently Assistant professor of Corporate and Marketing Communication at the Università Cattolica del Sacro Cuore in Milan, Italy. She is Editor-in-Chief of Communicative Business. Italian Research Review on Business Communication, the first Italian scholarly peer-reviewed journal specifically dedicated to research issues related to corporate and marketing communication, sponsored by the UPA (the Italian Association of Advertisers), unifying more than 600 companies active in Italy. She is author of several books, academic articles and essays on topics such as the strategic role of communication in corporate governance and intangible assets management, innovative branding strategies, and Internet impact on corporate communication strategy.
STEVE QUIGLEY is currently Associate Professor of Public Relations at Boston University, USA. Steve is also a public relations consultant whose work is concentrated in the areas of media relations, community relations, crisis communication and social media. He was a partner for ten years with the Boston public relations firm of Schneider & Associates. Steve is a member of the National Commission on Public Relations Education, a former PRSA assembly delegate, and Past-President of PRSA Boston. He is the recipient of the Boston University Lyndon Baines Johnson Student Advisor of the Year Award and the John J. Malloy Crystal Bell Award for lifetime achievement and contribution to the field of public relations.

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