Corporate communication
著者
書誌事項
Corporate communication
（McGraw-Hill higher education）
McGraw-Hill Irwin, c2009
5th ed
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注記
Includes bibliographical references (p. 301-303) and index
内容説明・目次
内容説明
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.
目次
Ch. 1The Changing Environment for BusinessCase: Google in ChinaCh. 2Communicating StrategicallyCase: Carson ContainersCh. 3An Overview of the Corporate Communication FunctionCase: Hewlett Packard CorporationCh. 4Identity, Image, Reputation, and Corporate AdvertisingCase: Jet Blue's Valentine's Day DisasterCh. 5Corporate ResponsibilityCase: Starbuck's Coffee CompanyCh. 6Media RelationsCase: Adolph Coors CompanyCh. 7Internal CommunicationsCase: Westwood PublishingCh. 8Investor RelationsCase: Steelcase, Inc.Ch. 9Government RelationsCase: DisneyCh. 10Crisis CommunicationCase: Coca-Cola in India
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