Teoretski okvir korporativnega komuniciranja
Corporate Communication: Theoretical Framework

Summary/Abstract: Our paper sets out a theory-based analysis of boundaries for six communicationfocused areas that may be legitimately taught in communication and business schools: business communication, organizational communication, management communication, marketing communication, institutional communication and corporate communication. Several classification criteria are used as a basis for analysis: profit/ non-profit sector; micro/ macro perspective; positive/ normative approach; internal/ external view; dyad/ mass communication; focus on art/ theory/ function/ technology; organizational/ unitary approach toward organization. Such conceptual differentiation allows for relatively objective determination of different communication area boundaries and their interrelationships. However, according to analysis authors argue that in opposition to organizational, business, management, marketing and institutional communication, corporate communication cannot be defined as a discipline but rather a new way of looking a whole where once we saw only different parts. It is a frame of different fields of communication which are taken into consideration for potential orchestration into in coherent whole.

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