Company Image & Reality: a critique of corporate communications (David Bernstein)
Regular price £8.00
Editor: David Bernstein
Publisher: Henry Holt & Company
Publication: 1984, First Edition
Binding: Hardcover, section sewn
Pages: 260
Size: 180 x 250
Text: English
ISBN: 0039107078
(Preface) 'A company's image is a reality. It is the result of a company's actions. If the image is unfavourable then the company probably deserves the reputation, either because it reflects the truth or because the company mismanages its communication.
Either way management is at fault. Bernstein argues that communication management is as important as resource management. Communication is given low priority and status. Whereas it should be the responsibility and a key task of the Chief Executive.
This book will help him (or her) do it. Company Image and Reality analyses all aspects of corporate communication. Not only the obvious external ones, corporate ads and corporate identity, but the equally important and usually neglected areas of staff and community relations...'
- What are you trying to tell me?
- Communication in business
- Image, identity and other imprecisions
- Companies are people
- People make impressions
- People pass messages
- Components of communication
- Some terminology
- A model
- The company, what and who?
- The company, social animal
- Personality
- Identity
- Company philosophy
- Philosophy to message
- Clarity begins at home
- Hello out there
- The external audiences
- Public paths
- The wheel
- Image or images?
- Image or images? (deuxième partie)
- Media relations
- Integration
- Corporate identity reason or razzmatazz
- The uses of corporate communications
- Corporate advertising-some basic questions
- Corporate and product-have they been introduced?
- Corporate advertising the state of the art
Condition: Very Good. Shelf ware consistent with age. Light rubbing and tanning to cover/edges.
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