Corporate Communication
(Sprache: Englisch)
Corporate Communication by Paul A. Argenti 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...
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Corporate Communication by Paul A. Argenti 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.
Inhaltsverzeichnis zu „Corporate Communication “
Ch. 1 The Changing Environment for BusinessCase: Google in China
Ch. 2 Communicating Strategically
Case: Carson Containers
Ch. 3 An Overview of the Corporate Communication Function
Case: Hewlett Packard Corporation
Ch. 4 Identity, Image, Reputation, and Corporate Advertising
Case: Jet Blue s Valentine s Day Disaster
Ch. 5 Corporate Responsibility
Case: Starbuck s Coffee Company
Ch. 6 Media Relations
Case: Adolph Coors Company
Ch. 7 Internal Communications
Case: Westwood Publishing
Ch. 8 Investor Relations
Case: Steelcase, Inc.
Ch. 9 Government Relations
Case: Disney
Ch. 10 Crisis Communication
Case: Coca-Cola in India
Autoren-Porträt von Paul A. Argenti
PAUL A. ARGENTI is Professor of Management and Corporate Communication at The Tuck School of Business at Dartmouth. He regularly consults with Fortune 500 companies. His previous books include The Portable MBA Desk Reference and The Power of Corporate Communication.
Bibliographische Angaben
- Autor: Paul A. Argenti
- 2009, 5th Ed., 288 Seiten, Maße: 18,7 x 23,2 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0071276157
- ISBN-13: 9780071276153
Sprache:
Englisch
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