ABSTRACT
This conclusion chapter presents some closing thoughts covered in the preceding chapters of this book. The book follows Lasswell's model of communication that identifies the sender, the message, and communication codes, media and channels, receivers, and also the intention and consequences of the communication. The book focuses on corporate credibility, which is a relation between what a company doing, and what its behaviour actually is. The idea of corporate communication, and corporate marketing even more so, diverts attention away from the consumers and products and services made for them to a broader mix of stakeholders and various exchange processes that an organization, as a complete and socially active unit, is involved in within its many environments. Good corporate image of a company in the eyes of individuals is a key to good public reputation, which is one of the most important intangible treasures of people and organizations. The stakeholder theory has thus become the key postulation in modern management.
