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Integrating Corporate Communications: The Cost-Effective Use of Message and Medium
Hardcover
ISBN13: 9780899308951
Publisher: Praeger
Published: Sep 30 1995
Pages: 336
Weight: 1.31
Height: 1.08 Width: 6.42 Depth: 9.56
Language: English
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.Also from
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