M. Vos and H. Schoemaker (2008), Integrated communication; concern, internal and marketing communication. Boom Lemma, Den Haag,
ISBN 978-90-5931-344-6

Integrated Communication explains an integral approach to communication and
focuses on the communication needs of organisations and their social
environments. The authors outline three domains: concern, internal and
marketing communication and support this with a theoretical framework.
Subsequently information processing by the receiver is discussed, as are
communication research, organising communication expertise and
communication in an international perspective.
Available via bookstores and publisher online.
www.boomuitgeversdenhaag.nl

M. Vos, J. Otte and P. Linders (2003), Setting up a strategic communication plan. Lemma Publisher, Utrecht, ISBN 90-5931-233-3

Effective communication requires strategic planning. In order to effectively approach a problem and develop policies, it is important to work systematically. The book offers a six-stage framework for analysing communication problems and making decisions about objectives and strategies. The method is field-tested. Two case studies have been included.
Available via bookstores and publisher online.
www.boomuitgeversdenhaag.nl

M. Vos, M. and H. Schoemaker (2004) Accountability of communication management; a balanced scorecard for communication quality, Utrecht, Lemma. (available via the authors).

Communication experts are often required to account for the surplus value of
communication and to explain how communication contributes to
organisational policies. For this reason, it is important to be able to measure
the quality of communication. The book presents a method to assess the quality
of communication management using the balanced scorecard, an instrument a
measurement and improvement system for organisations. The instrument can
be adapted to suit each individual organisation and it offers a continuous
process for monitoring quality.

M. Vos and H. Schoemaker (2006), Monitoring public perception of organisations, Boom, Amsterdam (available via the authors).

The monitoring of public perception is critical for a successful corporate
branding. This book promotes a better understanding of public groups and the
process of image forming. Knowledge of public groups and reputation are key
competences of communication experts. Theory will be discussed and
monitoring methods will be presented that can be put into practice. How does
the brain help us to remember knowledge stored previously? How do people
form an image of organisations? Even if people share an experience about an
organisation, their impressions and opinions about it might be quite different.
Distortions arise and stereotypes influence perception. This explains that image
and reality can be far apart. Next to that the concept of identity is clarified and
the relationship of identity and image. How is the communication policy linked
to the organisational policy? What is corporate branding? Methods are
presented to monitor trends in public perception and to measure corporate
image.

M. Vos (1992), The Corporate Image Concept; a strategic approach,
ISBN 90-9005226-7 (sold out, replaced by ‘Monitoring public perception of organisations’).

The PhD thesis starts with a discussion on the concept of corporate image and
the process of image formation by the receiver. Then the book focuses on the
influence of corporate image on behaviour and the relationship with corporate
identity and corporate culture is discussed. Conclusions are given about
corporate image policy and measurement of corporate image. Finally the
Corporate Image Concept, a model consisting of three parts, is formulated to
structure the approach to corporate image policy by managers and to serve as
an instrument for communication consultants.