Corporate Communication https://www.mheducation.com/cover-images/Jpeg_400-high/007340327X.jpeg 7 9780073403274 Corporate Communication stresses the importance of creating a coordinated corporate communication system, and describes how organizations can benefit from important strategies and tools to stay ahead of the competition. Cases and examples of company situations relate to the chapter, and highlight the strategies companies have used to stay ahead. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.
Corporate Communication

Corporate Communication

7th Edition
By Paul A Argenti
ISBN10: 007340327X
ISBN13: 9780073403274
Copyright: 2016
09780073403274

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ISBN10: 007340327X | ISBN13: 9780073403274

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Program Details

Chapter 1: The Changing Environment for Business

Case:  Google in China

Chapter 2: Communicating Strategically

Case:   Carsen Container

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 Theme Park:  The Third Battle of Bull Run

Chapter 10: Crisis Communication

Case:  Coca-Cola India

About the Author

Paul A Argenti

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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