Corporate Communication https://www.mheducation.com/cover-images/Jpeg_250-high/0073403172.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
Table of Contents

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Program Details

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