Corporate communication
著者
書誌事項
Corporate communication
Irwin/McGraw-Hill, c1998
2nd ed
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注記
Includes bibliographical references (p. 247-248) and index
内容説明・目次
内容説明
This slim paperback was the very first and remains the most comprehensive corporate communication text on the market. It includes both text and cases and provides an excellent alternative to a full-blown text for the advanced business communication or MBA business communication course. Well- trained faculty who prefer a case method and bringing in their own material will enjoy using this text.
目次
Chapter 1The Changing Environment for BusinessCase: Hooker Chemical CompanyChapter 2Communicating StrategicallyCase: Fletcher ElectronicsChapter 3An Overview of the Corporate Communication FunctionCase: Bank of BostonChapter 4Managing Image, Identity, and ReputationCase: GE Identity ProgramChapter 5Managing Corporate AdvertisingChapter 6Managing Media RelationsCase: Adolph Coors CompanyChapter 7Investor Relations: A Random Walk Down Wall StreetCase: United TechnologiesChapter 8Employee CommunicationCase: Norwich SoftwareChapter 9Managing Government AffairsCase: Dodds Paper CompanyChapter 10 Managing Communication in a CrisisCase: Dow Corning
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