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Strategic Corporate Comm

Strategic Corporate Comm
Books from same Author: Argenti and Paul
Books from same Publisher: McGraw Hill

(80 Ratings)

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Key Features
  • The changing environment for business in India
  • Corporate advertising
  • Media relations
  • Internal communication
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In this age of communication, altered and enhanced by a complex global business backdrop, organizations now face unique challenges: constituencies are increasingly empowered to affect business decisions; organizational structures often are decentralized across borders, complicating message alignment; and executives must balance a move towards integration with traditional corporate values. The practice of sending varied messages to each individual constituency is not only archaic; it now puts organizations at risk for reputational setbacks. Thus, the importance of organizations? representatives ?speaking the same language? is made all the more relevant. The author?s classic Corporate Communication succinctly brought out this point and is now in its 4th edition. Strategic Corporate Communication is an updated adaptation of Argenti?s best work for the Indian market. Replete with new cases and examples from Indian industry, it covers all aspects of communication and its development in India. It also contrasts the practice of corporate communication in the US, while further investigating the business environment in India and how that has shaped the corporate communication function. This book emphasizes the importance of strategic communication, both in terms of how communication serves as an extension of an organization?s strategy, and how it can (and should) become more strategic than tactical when approached in a business setting. Strategic Corporate Communication will help CEOs, marketing executives, PR professionals, and students of public relations and marketing to create a coordinated, strategic corporate communication system.

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General Information
Author(s)Argenti and Paul
PublisherMcGraw Hill
Publish YearJanuary 2007
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