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Full Description
This book offers a new approach to communication, focusing on the communication needs of profit/non-profit organizations and their social environment. The book outline three domains - concern, internal, and marketing communication - described from the starting point of the communication needs of organizations. Subsequently, an integral approach is used to discuss information processing by the receiver, communication research, organization of communication, and communication in an international perspective. The theoretical basis is clarified by means of case studies and assignments. This is a completely revised version, where new developments have been included, such as the functioning of social media. In addition, an important component of accountability in communication is added, including a scorecard for communication.
Contents
Preface Introduction 1. Communication for organizations 2. Concern communication 3. Internal communication 4. Marketing communication 5. Information processing by the receiver 6. Communication research 7. Organisation of communication 8. Communication in an internal context Notes Answers to questions Example of a communication plan Recommended reading References Index The authors
