This text offers readers an in-depth analysis and synthesis of multidisciplinary and interdisciplinary approaches to corporate communication, and gives clear indications of the pertinent best practice outcomes of theoretically based applications.

In its 250th anniversary year, the Royal Society of Arts continues its mission to encourage arts, manufactures and commerce. During the next six years, the RSA will focus on five key challenges framed within a new Manifesto: to encourage enterprise, move towards a zero waste society, foster resilient communities, develop a capable population, and advance global citizenship. These themes are going to tax the best hearts and minds in boardrooms worldwide, as well as the communication and public relations profession itself, demanding a higher degree of specialist knowledge and skill than ever before.

The publication of this book offers a powerful contribution to the range of projects we have implemented to support the Manifesto, including Visions of a Capable Society, Intellectual Property, Shared Mental Modes, Sustainable Design and Global Citizenship. Principles, techniques and strategies come together in this book from lead international researchers, academics and practitioners to help us and the international business community to meet its obligations with the help of the authors' proven expertise and wise counsel.

Sir Paul Judge
Chairman, The Royal Society for the
Encouragement of Arts, Manufacture and Commerce (RSA) . . .