Abstract:
Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ; and the discourse of the brand, self-referring and addressing the desire of the receiver. The globalization of corporate communication has as its essential goal the translation of the identity of the enterprise into the different levels of communication, for both the internal and the external public. Global communication is a fundamental element of strategic investment. Its mastery is not marginal in the art of governing, but of central importance. Neither complexity nor dissonance should be shunned.
Research Papers
A communication audit (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
Magazines
Revue Française du Marketing 1998 (N. 168/169)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
March 1, 1998
Research Papers
New qualitative studies (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Pascal Fleury
 
June 15, 1984
