This case study examines the way that a multi-product, multi-national company has developed an integrated Corporate Publicity Programme to improve communications both externally and internally. Sponsoring the Body Zone within the Millennium Dome has enabled Roche to build on its reputation as a major player in the British healthcare market, increase brand awareness, and move towards becoming a household name. Roche is a large multi-national Swiss pharmaceutical and healthcare company which produces a wide range of healthcare products. It has been operating in the UK…

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