Corporate Communication （6TH）

Argenti, Paul A.

Irwin Professional Pub（2012/09発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 307 p.
言語 ENG
商品コード 9780073403175
DDC分類 658.45

Full Description

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.

Chapter 1Chapter 2: Communicating StrategicallyCase: Galen Healthcare SystemChapter 3: An Overview of the Corporate Communication FunctionCase: Sweet Leaf TeaChapter 4: Identity, Image, Reputation, and Corporate AdvertisingCase: Jet Blue' Airways: Regaining AltitudeChapter 5: Corporate ResponsibilityCase: Starbuck's Coffee CompanyChapter 6: Media RelationsCase: Adolph Coors CompanyChapter 7: Internal CommunicationsCase: Westwood PublishingChapter 8: Investor RelationsCase: Steelcase, Inc.Chapter 9: Government RelationsCase: Disney's America Them Park: The Third Battle of Bull RunChapter 10: Crisis CommunicationCase: Coca-Cola IndiaNER(01): WOW