TY  - BOOK
AU  - Fernandez,Joseph
TI  - Corporate communications: a 21st century primer 
SN  - 9788132103783
AV  - HF5718 .F47 2004eb
U1  - 658.45 22
PY  - 2004///
CY  - New Delhi, Thousand Oaks, Calif.
PB  - Response Books
KW  - Business communication
KW  - Advertising
KW  - Public relations
KW  - Public Relations
KW  - Communication dans l'entreprise
KW  - Relations publiques
KW  - public relations
KW  - aat
KW  - BUSINESS & ECONOMICS
KW  - Business Communication
KW  - General
KW  - bisacsh
KW  - fast
KW  - Electronic books
N1  - Includes bibliographical references and index; The 21st century corporate: in the beginning -- Corporate communications: a brand new world -- The domains of influence: audiences, communities and publics -- Advertising: beyond the brand -- Public relations: into the strategy realm -- The traditional media: between the lines -- The new media: across the digital divide -- Businesses and non-profit organizations: communication is commitment -- Companies and corporations: communicating the corporate -- The corporate communicator: from signposts to milestones
N2  - This lucid book is a compelling introduction to corporate communications and its practical application in the modern organization. Joseph Fernandez makes a case for corporate communications as the cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from the worlds of advertising, journalism and public relations. Among the topics discussed are:. - The evolution and nature of the new era and its unique communication needs. - The role of advertising and public relations as potent tools to build corporate brands and nurture them in global envir
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ER  -