Corporate Communication

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  • Edition: 6th
  • Format: Paperback
  • Copyright: 2012-09-04
  • Publisher: McGraw-Hill Education
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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

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