"This book is an introduction to contemporary 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." "Centred around contemporary communication theory and illustrated through numerous examples and case studies, this primer will serve as a text in a wide range of courses including corporate communications, advertising, public relations, customer relationship management, consumer marketing and marketing strategy. It will be of equal value to professionals in these fields."--Jacket.