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What is the idea of the notion of “corporate dissonance” (Bernstein’s reference) and its causes and consequences? Is it only communication?

The subject for this essay is Corporate Marketing which is establishes corporate communications as a key activity of corporate marketing. It introduce different forms of planned and unplanned communications that speak for and of the organisation. As such, discuss a broader notion of communication which is predicated in the idea that everything an organisation does communicates something about it and is constitutive for an organisation’s particular identity as a distinctive business or non-business organisation.

The essay should focus on >>>>>>>>

1)How important but also complexity of corporate communications. (related and influenced by stakeholder)

2) whether integrated corporate communication is at all possible and in itself sufficient. (if talk about the challenging in our society, different stakeholders group <<< is it possible integrated everything? what is the imitation problem associated with that approach?

3) What is the idea of the notion of “corporate dissonance” (Bernstein’s reference) and its causes and consequences? Is it only communication?

4)how to avoid this misalignment between what organisations say and do.


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