Corporate Communication and Integrated Marketing Communication : Audience beyond Stakeholders in a Technological Age (Integrated Marketing Communication)

Marinchak, Christina L. McDowell/ DeIuliis, Sarah M.

Lexington Books（2023/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 118 p.
• 言語 ENG
• 商品コード 9781498566827
• DDC分類 658.45

Full Description

In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways to unite corporate communication and integrated marketing communication (IMC ) by better understanding the human communication relationships people have with companies and brands in a technological age. Specifically, the authors analyze the historical development of corporate communication and IMC, the importance of rhetorically engaging audiences ethically, and the relationship between organizational culture and corporate communication and IMC practices. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reach audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.

Contents

Acknowledgements

Introduction

1 A Historical Perspective of Corporate Communication and Integrated Marketing

Communication

2 Audience and Communication Ethics

3 Organizational Culture at the Intersections of Corporate Communication and Integrated

Marketing Communication

4 Corporate Communication and Integrated Marketing Communication in a Technological

Age

5 Duolingo and the Voice of the Company: A Case Study in Audiences Beyond

Stakeholders

Conclusion

Bibliography

About the Authors