| Description |
xx, 271 p. : ill. ; 24 cm. |
| Note |
Includes index. |
| Contents |
Company image : control it or it controls you -- Will the real corporation please stand up -- The players -- Picking an agency -- Tracking the corporate image -- Pulic relations : an overview and a few ideas that work -- Investor relations -- Communiticating through philanthropy -- Changing the company name -- The name change process -- What to do when disaster strikes -- Mergers, acquisitions, takeovers, and divestitures -- Corporate advertising : what it is and what it can do -- Corporate advertising : should you or shouldn't you -- A no-nonsense approach to corporate advertising -- Globalization Corporate communications in a recession -- ...And finally,a word to the CEO -- |
| Subject |
Corporate image.
|
| ISBN |
0669133124 (alk. paper) |
|
