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

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

Prefacep. VII
Acknowledgmentsp. XIII
The Contemporary Global Business Environmentp. 1
Strategic Communication for Multinational Corporationsp. 29
An Overview of the Corporate Communication Functionp. 59
The Growing Importance of Corporate Reputationp. 89
Internal Communication: The Emerging Need in Global Organizationsp. 129
Corporate Advertisingp. 157
Media Relations: A Key Ingredient in Global Businesses and Emerging Marketsp. 185
Investor Relations: Reaping Rewards in the Corporate Settingp. 211
Managing Government Relations: India and the United Statesp. 251
Crisis Communications-Lessons From Multinational Companiesp. 279
Endnotesp. 321
Indexp. 345
Table of Contents provided by Ingram. All Rights Reserved.

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