Corporate Communication / Edition 6

Corporate Communication / Edition 6

by Paul A Argenti
     
 

ISBN-10: 0073403172

ISBN-13: 9780073403175

Pub. Date: 09/07/2012

Publisher: McGraw-Hill Higher Education

Corporate Communication, 6th Edition shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with

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Overview

Corporate Communication, 6th Edition shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.

Product Details

ISBN-13:
9780073403175
Publisher:
McGraw-Hill Higher Education
Publication date:
09/07/2012
Edition description:
Older Edition
Pages:
328
Sales rank:
89,788
Product dimensions:
7.30(w) x 9.10(h) x 0.60(d)

Table of Contents

Chapter 1: The Changing Environment for Business
Case: Google, Inc.
Chapter 2: Communicating Strategically
Case: Galen Healthcare System
Chapter 3: An Overview of the Corporate Communication Function
Case: Sweet Leaf Tea
Chapter 4: Identity, Image, Reputation, and Corporate Advertising
Case: Jet Blue' Airways: Regaining Altitude
Chapter 5: Corporate Responsibility
Case: Starbuck's Coffee Company
Chapter 6: Media Relations
Case: Adolph Coors Company
Chapter 7: Internal Communications
Case: Westwood Publishing
Chapter 8: Investor Relations
Case: Steelcase, Inc.
Chapter 9: Government Relations
Case: Disney's America Them Park: The Third Battle of Bull Run
Chapter 10: Crisis Communication
Case: Coca-Cola India

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