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Strategic Corporate Communication

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Publisher:

Red Globe Press

Pages: 210
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Paperback - 9781137544070

28 October 2016

$51.99

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This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way...

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This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique 'reverse engineering' approach, it takes apart the components of corporate communication, examines the mechanics, then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations.This textbook will be recommended reading for  advanced undergraduate and postgraduate students studying PR, corporate or strategic communications, either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies, especially those wishing to work in a communications role for a corporate or not-for-profit organisation after university.

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  • Examines why corporations communicate strategically, how a communication strategy is formulated, what similarities corporate communication strategies and political communication strategies share (and how they differ) and differences between corporate communication and PR strategy
  • `Reverse engineering' approach structured around international case studies to help students understand how theory and practice are linked
  • Case studies featuring prominent companies like Toyota and the Absolut Company, and a wide range of business sectors and countries including the UK, the US, Japan, Australia and Scandinavia
  • Demonstrates the depth and breadth of relationships that companies build in the manufacture and marketing of products and services as wide-ranging as cars and toothpaste
  • Coverage of how different strategies and models fit with new and emerging business sectors

Introduction: A Grand Strategy for Profitable Corporate Communication
1. A Brief History of Corporate Communication
2. Reverse Engineering Strategic Corporate Communication
3. A New Theory for Corporate Strategic Communication
4. Identifying Stakeholders
5. Stakeholder Engagement and Management
6. Grand Strategy, Narrative Theory and Taxonomies of Corporate Strategy Selection
7. The Relevance of Mayhew's Rhetorical Practices
8. Corporate Social Responsibility
9. Structuring Reporting Mechanisms & the Functions of Corporate Communication
10. Assessments and Challenges.

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Dr Richard Stanton has taught corporate strategic communication at the University of Sydney and Temple University, Philadelphia. He has been a visiting professor in the Department of Communication, University of North Carolina - Charlotte and is currently visiting professor in the Department of Social and Political Sciences, The University of Milan.

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Dr Richard Stanton has taught corporate strategic communication at the University of Sydney and Temple University, Philadelphia. He has been a visiting professor in the Department of Communication, University of North Carolina - Charlotte and is currently visiting professor in the Department of Social and Political Sciences, The University of Milan.

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