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Product Identifiers

PublisherMcgraw-Hill Education

ISBN-10007340327X

ISBN-139780073403274

eBay Product ID (ePID)24038254279

Product Key Features

Number of Pages336 Pages

LanguageEnglish

Publication NameCorporate Communication

SubjectBusiness Communication / General, Management

Publication Year2015

FeaturesRevised

TypeTextbook

Subject AreaBusiness & Economics

AuthorPaul A. Argenti

FormatTrade Paperback

Dimensions

Item Height0.6 in

Item Weight17.6 Oz

Item Length9.1 in

Item Width7.4 in

Additional Product Features

Edition Number7

Intended AudienceCollege Audience

LCCN2015-027045

Dewey Edition23

Grade FromCollege Freshman

IllustratedYes

Dewey Decimal658.4/5

Grade ToCollege Freshman

Edition DescriptionRevised edition

Table Of ContentChapter 1: The Changing Environment for Business Case: Google in China Chapter 2: Communicating Strategically Case: Carsen Container 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 Theme Park: The Third Battle of Bull Run Chapter 10: Crisis Communication Case: Coca-Cola India

SynopsisCorporate Communication stresses the importance of creating a coordinated corporate communication system, and describes how organizations can benefit from important strategies and tools to stay ahead of the competition. Cases and examples of company situations relate to the chapter, and highlight the strategies companies have used to stay ahead. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems., Now in its Seventh Edition, Corporate Communication remains a definitive resource for general managers, communication specialists, and students of business. Each chapter includes relevant examples of best (and worst!) practices, significant research findings, and recommendation for successfully achieving corporate communication goals. In addition, every chapter concludes with an illustrative case study that can serve as a basis for a dynamic classroom discussion. The Seventh Edition features updated coverage, including additional discussion of the impact and role of social media and digital communications, increased emphasis on corporate responsibility issues throughout the book, and timely analysis of the challenges companies are facing in times of low consumer confidence and scrutiny through social media. Book jacket., Corporate Communication stresses the importance of creating a coordinated corporate communication system, and describes how organizations can benefit from important strategies and tools to stay ahead of the competition. Cases and examples of company situations relate to the chapter, and highlight the strategies companies have used to stay ahead. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems. "

LC Classification NumberHD30.3.A73 2016