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Corporate Communication

ISBN-10: 0072990546
ISBN-13: 9780072990546
Edition: 4th 2007 (Revised)
Authors: Paul A. Argenti
List price: $112.00
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Description: Argenti's Corporate Communication was the first text to tackle this subject, and now in its Fourth Edition, it remains the most comprehensive book in this field. Corporate Communications describes the changes in the environment for business that  More...

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Book details

List price: $112.00
Edition: 4th
Copyright year: 2007
Publisher: McGraw-Hill Higher Education
Publication date: 12/7/2005
Binding: Paperback
Pages: 288
Size: 7.25" wide x 9.00" long x 0.50" tall
Weight: 0.924
Language: English

Argenti's Corporate Communication was the first text to tackle this subject, and now in its Fourth Edition, it remains the most comprehensive book in this field. Corporate Communications describes the changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent yearsmistrust and skepticism of corporate entities is high, as are expectations that companies will "give back" to society through philanthropy, community involvement, or environmental protection activities. By showing readers the importance of creating a coordinated corporate communication system, organizations will benefit with important strategies and tools that few companies in the world are using yet. This new edition shows what companies need to know about advanced communication strategies to stay one step ahead of the competition.

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

The Changing Environment for Business Case
Communicating Strategically Case
An Overview of the Corporate Communication Function Case: Dell Computer Corporation
Identity, Image and Reputation Case
Corporate Advertising Exercise: Corporate Ad Samples
Media Relations Case: Adolph Coors Company
Internal Communication Case: Westwood Publishing
Investor Relations Case: Steelcase, Inc
Government Relations Case: Disney's America Theme Park
Crisis Communications Case: Coca-Cola India

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