9780073403175

Corporate Communication

by
  • ISBN13:

    9780073403175

  • ISBN10:

    0073403172

  • Edition: 6th
  • Format: Paperback
  • Copyright: 9/4/2012
  • Publisher: McGraw-Hill Education
  • View Upgraded Edition
  • Purchase Benefits
  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $165.38 Save up to $4.13
  • Buy New
    $161.25
    Add to Cart Free Shipping

    USUALLY SHIPS IN 3-4 BUSINESS DAYS

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

Corporate Communication, 6th Edition 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.

Table of Contents

Chapter 1: The Changing Environment for Business

Case: Google, Inc.

Chapter 2: Communicating Strategically

Case: Galen Healthcare System

Chapter 3: An Overview of the Corporate Communication Function

Case: Sweet Leaf Tea*

Chapter 4: Identity, Image, Reputation, and Corporate Advertising

Case: Jet Blue’ Airways: Regaining Altitude

Chapter 5: Corporate Responsibility

Case: Starbuck’s Coffee Company

Chapter 6: Media Relations

Case: Adolph Coors Company

Chapter 7: Internal Communications

Case: Westwood Publishing

Chapter 8: Investor Relations

Case: Steelcase, Inc.

Chapter 9: Government Relations

Case: Disney’s America Them Park: The Third Battle of Bull Run

Chapter 10: Crisis Communication

Case: Coca-Cola India

Rewards Program

Write a Review