Corporate book publications in the corporate culture system

Abstract

The article is devoted to the analysis of corporate publications in the corporate culture system. A corporate publication is a new type of edition, which started to develop actively in Russia in the 1990s. To date, it is a complex of different types of publications: books, periodicals, small-print products, as well as websites, mobile applications, etc. as a variety form of corporate publications that perform similar functions. The study objective is to identify functions of book corporate publications, their place in the corporate culture system. The research methodology consists of a combination of a functional-typological method, a comparative-typological technique, and content analysis. The author identifies a range of problems facing the corporate publication study: absence of the «corporate publication» notion in the categorical-conceptual apparatus of bibliology; lack of statistical accounting; need to identify the essential characteristics of corporate publications, which include their functional purpose. The book edition performs specific functions, the main of which is forming the image and corporate culture. The corporate edition is a reflection of the visual and verbal brand system, a channel of communication and corporate advertising.