On theory and practice of integrated corporate communication

Abstract

The paper surveys content, concept, accelerating factors of the application, market actors, position in the organizational structure, possible fields and methods of coordination, and management process of integrated communication. An overview of the different functions, the content emphases and the tool system of the Corporate Communication and of the Product Communication, the division of labour between the market actors and the factors hindering the practice adaptation will be given. We conclude by recommendations leading to the further development of the activity of integrated communication.