Corporate Communication by Paul A. Argenti shows readers the importance of creating a coordinated corporate communication system, and describes how organizations benefit from important strategies and tools to stay ahead of the competition. Throughout the book, cases and examples of company situations relate to the chapter material. These cases provide readers with the opportunity to participate in real decisions that managers had to make on a variety of real problems.
"synopsis" may belong to another edition of this title.
New chapter (9) on Managing Government Affairs.
Extensively rewritten and committed to be a textbook, not a trade book.
Increased emphasis on communication strategy in a practically new chapter 2.
4 new cases (Dow Corning on breast implants, United Technology, Bank of Boston, and a fictional case in strategy called Fletcher Electronics).
Business cases: Each chapter's text material is immediately followed by one illustrative case. The case includes exposition, examples, and analysis by the author.
A Note on the Case Method: At the beginning the book, the author outlines how to use the cases while reading the book and the main benefits of the case study method in corporate communications.
Paul Argenti is Professor of management communication at the Tuck School of Business at Dartmouth College for past 15 years. Prior to that, taught at the Columbia and Harvard Business Schools. He has extensive consulting experience, including Hooker Chemical and Hewlett-Packard and regularly speaks to corporations on their communication issues.
"About this title" may belong to another edition of this title.
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