Theory and Practice of Corporate Communication : Competing Values Perspective
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How does a company's internal communication help to create its identity in the minds of its employees and stakeholders? In what ways does a company's external communication affect its reputation in the market at large? Corporate communication is a dynamic interplay of complementary and often competing orientations: unity and variety; consistency and creativity. The Theory and Practice of Corporate Communication offers a coherent, integrative approach by examing the topic and tasks from the framework of the Competing Values Perspective. This perspective allows for the exploration of corporate communication as a unified, highly interdependent function.