Rola komunikacji korporacyjnej w kreowaniu wizerunku przedsiębiorstwa

• Autorzy: Tomasz J. Dąbrowski

Warianty tytułu

The Role of Corporate Communication in Creating the Company's Image

• Języki publikacji: PL

Abstrakty

Komunikacja korporacyjna odgrywa ważną rolę w kreowaniu wizerunku firmy. Celem artykułu jest analiza mechanizmów oddziaływania tej komunikacji na postrzeganie organizacji. W rozważaniach położono szczególny nacisk na znaczenie koordynacji i integracji przekazów pochodzących z różnych miejsc w przedsiębiorstwie, uznając te czynniki za kluczowe dla efektywnego wykorzystania komunikacji w kształtowaniu wizerunku. Artykuł ma charakter koncepcyjny. (abstrakt oryginalny)

EN

Corporate communication plays important role in creating the company's image. The aim of this article is to present ways in which this communication can influence the perception of an organization. The article especially emphasises that the coordination and integration of messages from various parts of the company is a key factor in an effective corporate communication system. The article is of conceptual nature. (original abstract)

Słowa kluczowe

PL

Komunikowanie marketingowe; Wizerunek przedsiębiorstwa; Public relations

EN

Marketing communication; Company image; Public relations

• Czasopismo: Marketing i Rynek
• Rocznik: 2018
• Numer: nr 4
• Strony: 5--11

Twórcy

autor

Tomasz J. Dąbrowski

• Szkoła Główna Handlowa w Warszawie

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