Integrating Corporate Communications: The Cost-Effective Use of Message and Medium
- ISBN-10
- 0313035865
- ISBN-13
- 9780313035869
- Category
- Business & Economics
- Pages
- 337
- Language
- English
- Published
- 1995-09-30
- Publisher
- Bloomsbury Publishing USA
- Author
- James L. Horton
Description
Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication; examines human behavior in communicating; reviews corporate communication structure; and analyzes messages and media and shows how to get started toward cost-effective corporate communication. In 11 chapters, the book presents a look at corporate communications based on economic principles. Separate chapters examine the business environment and communication; corporate communication and strategy and reputation; corporate communication and the individual; corporate communication and messages; corporate communication and media; corporate communication and measurement; and corporate communication and business structure. A major resource for senior managers, strategists, and other communications specialists.
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Other editions
-
- 1995
- 324 pages
- Ebook
- Greenwood Publishing Group
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