Corporate communication /
Argenti, Paul A.
Corporate communication / Paul A. Argenti - Second edition - Massachusetts : McGraw Hill Education, c1998 - xxii, 258 pages : illustrations ; 25 cm
Includes index.
Chapter 1 The Changing environment for business case : hooker chemical company. -- Chapter 2 Communicating strategically case : Fletcher electronics. -- Chapter 3 An Overview of the corporate communication function case : bank of Boston. -- Chapter 4 Managing image, identity, and reputation case : GE identity program -- Chapter 5 Managing corporate advertising. -- Chapter 6 Managing media relations case : Adolph Coors company. -- Chapter 7 Investor relations : a random walk down Wall Street case : united technologies. -- Chapter 8 Employee communication case : Norwich software. -- Chapter 9 Managing government affairs case : Dodds paper company -- Chapter 10 Managing communication in a crisis case : Dow Corning
A comprehensive account of corporate communications, including both text and cases. Information new to this edition covers corporate philanthropy, government affairs and community relations. There is increased emphasis on communication strategy and four new business cases are included.
256217238
BUSINESS MANAGEMENT
HD 30.3 .A73 1998
Corporate communication / Paul A. Argenti - Second edition - Massachusetts : McGraw Hill Education, c1998 - xxii, 258 pages : illustrations ; 25 cm
Includes index.
Chapter 1 The Changing environment for business case : hooker chemical company. -- Chapter 2 Communicating strategically case : Fletcher electronics. -- Chapter 3 An Overview of the corporate communication function case : bank of Boston. -- Chapter 4 Managing image, identity, and reputation case : GE identity program -- Chapter 5 Managing corporate advertising. -- Chapter 6 Managing media relations case : Adolph Coors company. -- Chapter 7 Investor relations : a random walk down Wall Street case : united technologies. -- Chapter 8 Employee communication case : Norwich software. -- Chapter 9 Managing government affairs case : Dodds paper company -- Chapter 10 Managing communication in a crisis case : Dow Corning
A comprehensive account of corporate communications, including both text and cases. Information new to this edition covers corporate philanthropy, government affairs and community relations. There is increased emphasis on communication strategy and four new business cases are included.
256217238
BUSINESS MANAGEMENT
HD 30.3 .A73 1998