Digital Corporate Communication Le Cinque Leve Della Comunicazione D Impresa Nell Era Del Web
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Digital Corporate Communication Le Cinque Leve Della Comunicazione D Impresa Nell Era Del Web
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Author : Mauro Pecchenino
language : it
Publisher: FrancoAngeli
Release Date : 2016-04-28T00:00:00+02:00
Digital Corporate Communication Le Cinque Leve Della Comunicazione D Impresa Nell Era Del Web written by Mauro Pecchenino and has been published by FrancoAngeli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-28T00:00:00+02:00 with Business & Economics categories.
640.14
Pubblicit Arte
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Author : AA. VV.
language : it
Publisher: FrancoAngeli
Release Date : 2022-05-31T00:00:00+02:00
Pubblicit Arte written by AA. VV. and has been published by FrancoAngeli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-31T00:00:00+02:00 with Business & Economics categories.
640.37
Relazioni Istituzionali Lobbying
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Author : Giulio Di Giacomo
language : it
Publisher: FrancoAngeli
Release Date : 2022-10-26T00:00:00+02:00
Relazioni Istituzionali Lobbying written by Giulio Di Giacomo and has been published by FrancoAngeli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-26T00:00:00+02:00 with Business & Economics categories.
1065.187
Innovative Perspectives On Corporate Communication In The Global World
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Author : Olvera-Lobo, María Dolores
language : en
Publisher: IGI Global
Release Date : 2021-04-23
Innovative Perspectives On Corporate Communication In The Global World written by Olvera-Lobo, María Dolores and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-23 with Business & Economics categories.
Today's global markets demand that companies of all sizes look to international markets for potential customers. The successive crises that have taken place in the last decade make the internationalization of companies essential. This situation is further aggravated in the case of SMEs, as surviving only from national markets is becoming increasingly difficult. Indeed, the economic sphere is in constant flux, which demands that companies have a great capacity for adaptation to face the new challenges of an ever more globalized and difficult market. In this context, new forms of business communication are emerging, especially through the web and new technologies. Digital marketing and the dissemination of corporate information have become key processes for the success of companies. It is therefore crucial to research different digital marketing processes and ways of breaking down linguistic and cultural barriers between users from different sociolinguistic contexts. Innovative Perspectives on Corporate Communication in the Global World contains different contributions focused on the description of methods, processes, and tools that can be adopted to achieve corporate internationalization goals. The chapters provide a comprehensive review of the why, what, and how of disseminating corporate information and promoting corporate digital communication into internationalization processes. These strategies can be related to the development of digital tools, the design of new corporate communication strategies, the proposal of new ways of breaking social and linguistic barriers between technology users, or the creation of new methodologies aimed at evaluating the effectiveness of digital marketing strategies. This book is ideal for marketers, managers, executives, entrepreneurs, practitioners, researchers, academicians, and students interested in new corporate communication strategies and their effectiveness.
Handbook On Digital Corporate Communication
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Author : Vilma Luoma-aho
language : en
Publisher: Edward Elgar Publishing
Release Date : 2023-05-28
Handbook On Digital Corporate Communication written by Vilma Luoma-aho and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-28 with categories.
This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate communication. Bringing together insights from leading thinkers in the field of digital corporate communication (DCC), the book explores how digitalisation is transforming organisations and corporate communication. Chapters examine new, emerging and progressive topics and future trends in DCC, including digital hijacking, disinformation and the role of artificial intelligence. Collectively, they present over 30 case studies from around the world to help relate theory to practice. Analysing the changing practices and functions of digitalisation, the Handbook illuminates how organisations are striving to be continuously available 24/7 while embracing the new demands of digital stakeholders. Addressing future challenges facing increasingly digital organisations, this Handbook will be a valuable resource for scholars and students interested in strategic management, branding, marketing and organisational behaviour. Its overview of CommTech development will also be beneficial for communication practitioners and organisational leaders seeking to navigate the expectations of digitally-active stakeholders.
Crisis Communication
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Author : Peter Anthonissen
language : en
Publisher: Kogan Page Publishers
Release Date : 2008-09-03
Crisis Communication written by Peter Anthonissen and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-03 with Business & Economics categories.
Senior management and leaders within companies embroiled in crisis, have learned the hard way what happens when the unthinkable becomes a reality - an accident results in death or injury; a failed company takeover causes share prices to plummet; or toxic food, medicines and drinks leads to mass hysteria. All attention focuses on the guilty parties - and the media can be expected to make this crisis headline news within a matter of hours. No company or organisation is immune to crisis. Everyday, organisations run the risk of being affected. However, a crisis does not necessarily have to turn into a disaster for the business or organisation involved. Crisis Communication provides readers with advice on how to limit damage effectively by acting quickly and positively. Moreover, it explains how to turn a crisis into an opportunity by communicating efficiently, through the use of successful public relations strategies. Providing information on accountability; crisis communication planning; building your corporate image; natural disasters; accidents; financial crises; legal issues; corporate re-organisation; food crises; dealing with negative press; media training; and risk managers, Crisis Communication is a thorough guide to help prepare your organisation for any future calamities. Including international case studies, crisis communication checklists and sample crisis preparation documents, this book ensures that you are fully prepared for the absolute necessity of proactive crisis communication and proper planning, should you be confronted with a crisis.
Brand Activism
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Author : Christian Sarkar
language : en
Publisher: Penguin Random House India Private Limited
Release Date : 2021-07-12
Brand Activism written by Christian Sarkar and has been published by Penguin Random House India Private Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-12 with Business & Economics categories.
What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
The Green Marketing Manifesto
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Author : John Grant
language : en
Publisher: John Wiley & Sons
Release Date : 2009-08-11
The Green Marketing Manifesto written by John Grant and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-11 with Business & Economics categories.
We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.
Marketing Aesthetics
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Author : Bernd Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 1997-08-30
Marketing Aesthetics written by Bernd Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-08-30 with Business & Economics categories.
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
Trust In Market Relationships
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Author : Sandro Castaldo
language : en
Publisher: Edward Elgar Publishing
Release Date : 2007
Trust In Market Relationships written by Sandro Castaldo and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm s economic results in highly competitive markets, and trust represents the basic platform for the development of successful long-term collaborations. Sandro Castaldo attempts to order the analytical complexity and myriad perspectives that characterise research on trust. He aims not to simplify this complexity, but to present guidelines for an interpretative model of trust, and to define fundamental concepts for trust management strategies. Issues explored include: the nature of trust, the relevance of trust to firms intangible assets and value creation; dimensions of trust in marketing studies; psychological, sociological and organizational studies and the transactional cost theory; trust determinants, consequences and evolutionary processes and cycles. With its wide literature review and complete field overview, this multi-disciplinary approach to the complex facets of trust in market relationships will strongly appeal to those with an interest in marketing, trust management and organizational studies.