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Corporate Communication : an International and Management Perspective

Author: Otto Lerbinger
Publisher: Hoboken, NJ : John Wiley & Sons, Inc., 2018.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Provides an international and management perspective on the field of corporate communicationCorporate communication plays an important role in higher-level management to help build and preserve a company's reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lerbinger, Otto.
Corporate Communication : An International and Management Perspective.
Newark : John Wiley & Sons, Incorporated, ©2018
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Otto Lerbinger
ISBN: 9781119471363 1119471362 9781119471158 111947115X
OCLC Number: 1076269250
Description: 1 online resource.
Contents: Intro; Title Page; Copyright; Preface; Acknowledgements; Author Biography; Overview of the Book's Five Parts; Notes; Part I: The Extended Enterprise; Chapter 1: Introduction: The Domain of Corporate Communication; 1.1 Stakeholder Management; 1.2 Twin Goals of Corporate Communication; 1.3 Conclusions; Discussion Questions; Endnotes; Chapter 2: Stakeholder Relations: Investors and Employees; 2.1 Investor Relations; 2.2 Employee Relations; 2.3 Conclusions; Discussion Questions; Endnotes; Chapter 3: Stakeholder Relations: The Community and Consumers; 3.1 Community Relations. 3.2 Consumer Relationship Management (CRM)3.3 Conclusions; Discussion Questions; Endnotes; Part II: Strategic Application of Communication Practices; Chapter 4: Public Relations: Influencing Public Opinion; 4.1 Historical Connection Between Public Relations and Public Opinion; 4.2 Gaining Influence Through Publicity; 4.3 International Application of Persuasion; 4.4 International Differences and Constraints in Media Relations; 4.5 Conclusions; Discussion Questions; 4.A. Foreign Media Relations Guide; Endnotes; Chapter 5: Public Affairs: Exercising Power in the Socio-Political Environment. 5.1 Central Role of Government Relations5.2 Government Litigation; 5.3 The Term "Corporate Diplomacy" Grows; 5.4 Tools of Public Affairs; 5.5 Conclusions; Discussion Questions; Endnotes; Chapter 6: Global Marketing Communication: Facilitating Exchanges; 6.1 Integrated Marketing Communication (IMC); 6.2 The Marketing Mix: The 4 Ps; 6.3 Accommodating International Differences; 6.4 Conclusions; Discussion Questions; Endnotes; Chapter 7: Social Media and Big Data: Extending Relationships; 7.1 The Internet; 7.2 Social Media Marketing; 7.3 Social Media Impact on Corporate Communications. 7.4 Big Data --
its Uses and Limitations7.5 Improving the Reliability of Big Data; 7.6 The Future of Big Data --
The Next Step; 7.7 Conclusions; Discussion Questions; Endnotes; Chapter 8: Digital and Social Marketing: Extending Practices and Influencing Behavior; 8.1 Growth of Digital Marketing; 8.2 Social Marketing --
Changing Consumer and Citizen Attitudes and Behavior; 8.3 Conclusions; Discussion Questions; Endnotes; Part III: International Perspective; Chapter 9: The Force of Globalization; 9.1 Conditions That Facilitate Globalization; 9.2 Drivers of Globalization. 9.3 Obstacles to Globalization9.4 Saving Globalization; 9.5 Conclusions; Discussion Questions; Endnotes; Chapter 10: Interacting with International Players; 10.1 Powerful MNCs; 10.2 Nation States; 10.3 Supranational Organizations; 10.4 European Union; 10.5 Civil Society; 10.6 NGOs as Advocacy Groups; 10.7 Collaboration is Growing; 10.8 Conclusions; Discussion Questions; Endnotes; Chapter 11: Political and Economic Features of Nation States; 11.1 Major Political Systems and Ideologies; 11.2 Major Economic Systems; 11.3 Political Risk Assessment; 11.4 Conclusions; Discussion Questions; Endnotes.
Responsibility: Otto Lerbinger.

Abstract:

Provides an international and management perspective on the field of corporate communicationCorporate communication plays an important role in higher-level management to help build and preserve a company's reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process.Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making.Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to themCorporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.

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