TY  - BOOK
AU  - Rath, Pragyan
TI  - Corporate communication
SN  - 9789387511743
U1  - 658.45 RAT-P 
PY  - 2018///
CY  - India
PB  - Cengage
KW  - Communication in management
KW  - Communication in organizations
KW  - Business communication
N1  - This book discusses the concepts and techniques of diagnosing, analyzing and applying innovative elements of corporate communications, which pave foundations to visualize the linkages of systems, organizations, industries and markets with various forms of communication that are instrumental in critical product/service representations, strategic governance, performative branding and marketing applications. It elaborates the unconventional techniques for analyzing advertisements through the Technique of Paradox, branding strategies from visual arts through the Symbolic Technique and non-quantitative matrix for diagnosing problems and deciphering business trends through the Technique of Dialectic. It covers a wide spectrum of the domain previously not envisioned in the field of corporate communications
ER  -