Synopses & Reviews
Corporate Communication by Paul A. Argenti shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.
About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
Table of Contents
Ch. 1 The Changing Environment for Business
Case: Google in China
Ch. 2 Communicating Strategically
Case: Carson Containers
Ch. 3 An Overview of the Corporate Communication Function
Case: Hewlett Packard Corporation
Ch. 4 Identity, Image, Reputation, and Corporate Advertising Case: Jet Blues Valentines Day Disaster
Ch. 5 Corporate Responsibility
Case: Starbucks Coffee Company
Ch. 6 Media Relations
Case: Adolph Coors Company
Ch. 7 Internal Communications
Case: Westwood Publishing
Ch. 8 Investor Relations
Case: Steelcase, Inc.
Ch. 9 Government Relations
Case: Disney
Ch. 10 Crisis Communication
Case: Coca-Cola in India