Strategic Corporate Communications: A Global Approach for Doing Business in the New India

by Argenti, Paul

• ISBN13: 9780071549912
• ISBN10: 0071549919
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-09-16
• Publisher: McGraw-Hill Education

Summary

Todays leading expert on corporate communication shows global companies how to create a communications strategy for the crucial Indian market A vital resource for all global companies that do business in India, this guidebook shows you how to create a marketing communications strategy specifically for the ever-changing and crucial Indian market. Written by renowned corporate communications expert Paul Argenti,Strategic Corporate Communication presents a complete game plan that you can follow for both internal and external communications.

Author Biography

Paul A. Argenti is Professor of CorporateCommunication at the Tuck School of Business at DartmouthCollege. He does consulting work with clients that includeGoldman Sachs, Sony, and Novartis.

Table of Contents

Preface	p. VII
Acknowledgments	p. XIII
The Contemporary Global Business Environment	p. 1
Strategic Communication for Multinational Corporations	p. 29
An Overview of the Corporate Communication Function	p. 59
The Growing Importance of Corporate Reputation	p. 89
Internal Communication: The Emerging Need in Global Organizations	p. 129
Corporate Advertising	p. 157
Media Relations: A Key Ingredient in Global Businesses and Emerging Markets	p. 185
Investor Relations: Reaping Rewards in the Corporate Setting	p. 211
Managing Government Relations: India and the United States	p. 251
Crisis Communications-Lessons From Multinational Companies	p. 279
Endnotes	p. 321
Index	p. 345
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