声明
Acknowledgments
Abstract
Content
1．CHAPTER ONE：GENERAL INTRODUCTION
1．1 Introduction
1．2 Background
1．3．The significance of this study
1．3．2 Social interest
1．5 Research Objectives
1．5．1 General objective
1．6 Presentation of CENTRO SA
CHAPTER TWO：LITERATURE REVIEW
2．1 Introduction
2．2 Some factors of Corporate image
2．2．1 Customer orientation
2．2．2 Quality of service
2．2．3 Brand of image
2．2．4 Recovery service
2．3 An Institutional communication
2．3．1 The main roles of institutional communication
2．3．2 Thetools of institutional communication
2．4 Internal communication
2．4．1 Some concepts of internal communication
2．5 External communication
2．6 Other media for external communication
2．6．2 Non-media technics
2．7 Crisis communication
2．8 Event communication
CHAPTER THREE：CORPORATE IMAGE and INSTITUTIONAL COMMUNICATION
3．1 Corporate image
3．1．1 Definition
3．1．2 Image types
3．1．3 Brand image
3．2 Theoretical approach：image communication
3．3 Steps to implement an image policy
3．3．1 Image just
3．3．2 Positive image
3．3．3 Sustainable image
3．3．4 Original Image
3．4 Involvement in corporate image
3．5 Institutional communication
3．5．1 The diagnosis of institutional communication
3．5．2 Communication plan
3．5．3 The tools of institutional communication
3．5．4 The importance of communication for a corporate image
CHAPTER FOUR：CENTRO’s COMMUNICATION SURVEY
4．1．Framework for the study
4．2．Methodological Framework
4．3．Method used
4．3．2 Surveys
4．4．Study Population
4．5．Working Instrument
4．6．Diagnosis of the institutional communication of CENTRO
4．7．CENTRO’s internal communication practices
4．7．2．Interactive tools
4．8 Analysis of the internal communication practices of CENTRO
4．8．1 A clear interest in communication
4．8．2 CENTRO’s internal communication system
4．9 The practices of the external communication of CENTRO on its visibility
4．10 CENTRO’s professional communication practices at the professional level
4．10．3 Communication between CENTRO and its subcontractors
4．10．4 Communication between CENTRO and its customers
4．10．5 Communication between CENTRO and its Work Site Coordinators
CHAPTER FIVE：DATA ANALYSIS AND DISCUSSION
5．1 General informations about Respondents
5．2 Other analysis
5．3 Correlation analysis
5．4 The summary of the results
CHAPTER SIX：CONCLUSION AND RECOMMENDATIONS
6．1 Conclusion
6．2 Recommendations
6．3 Limitations and further research
References
Appendix
