Strategic Corporate Communication

Beschreibung

Taking a new approach to strategic corporate communication, this book provides students and practitioners with the tools needed to understand what makes a successful communication strategy and how to implement it. It features global case studies from a wide range of business sectors to link theory and models with real world practice.

• Examines why corporations communicate strategically, how a communication strategy is formulated, what similarities corporate communication strategies and political communication strategies share (and how they differ) and differences between corporate communication and PR strategy
  
• ‘Reverse engineering' approach structured around international case studies to help students understand how theory and practice are linked
  
• Case studies featuring prominent companies like Toyota and the Absolut Company, and a wide range of business sectors and countries including the UK, the US, Japan, Australia and Scandinavia
  
• Demonstrates the depth and breadth of relationships that companies build in the manufacture and marketing of products and services as wide-ranging as cars and toothpaste
  
• Coverage of how different strategies and models fit with new and emerging business sectors
  

Autor*in

Richard Stanton

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