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.
| Autorius: | James Horton |
| Leidėjas: | Praeger |
| Išleidimo metai: | 1995 |
| Knygos puslapių skaičius: | 338 |
| ISBN-10: | 0899308953 |
| ISBN-13: | 9780899308951 |
| Formatas: | Knyga kietu viršeliu |
| Kalba: | Anglų |
| Žanras: | Business communication, etiquette and presentation |
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