Raising the Corporate Umbrella: Corporate communications in the 21st century

Front Matter....Pages i-xxii
Raising the corporate umbrella — the 21st-century need....Pages 1-22
Talking heads: the CEO as spokesperson....Pages 23-42
Balancing corporate branding policies in multi-business companies....Pages 43-61
Responsive and responsible communication practices: a pluralist perspective....Pages 62-81
The role of integrated communication in the interactive age....Pages 82-114
Corporate branding and advertising....Pages 115-148
Global issues in branding, communication and corporate structure....Pages 149-174
Marketing public relations: where the twain shall meet....Pages 175-198
Crisis communication management: protecting and enhancing corporate reputation and identity....Pages 199-243
Take-over and merger: the jaws mentality....Pages 244-274
The corporate entity and agency interaction....Pages 275-317
Vision, values, intellectual property and assets....Pages 318-340
Measuring the value of the corporate brand....Pages 341-372
Closing and re-opening the corporate umbrella....Pages 373-397
Back Matter....Pages 398-410