Corporate Communication and Integrated Marketing Communication

Audience beyond Stakeholders in a Technological Age

Inbunden, Engelska, 2023

Av Christina L. McDowell Marinchak, Sarah M. DeIuliis, Christina L. McDowell Marinchak, Sarah M. Deiuliis

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In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways to unite corporate communication and integrated marketing communication (IMC ) by better understanding the human communication relationships people have with companies and brands in a technological age. Specifically, the authors analyze the historical development of corporate communication and IMC, the importance of rhetorically engaging audiences ethically, and the relationship between organizational culture and corporate communication and IMC practices. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reach audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.

Produktinformation

Utgivningsdatum2023-06-15
Mått159 x 238 x 15 mm
Vikt327 g
FormatInbunden
SpråkEngelska
SerieIntegrated Marketing Communication
Antal sidor118
FörlagBloomsbury Publishing Plc
ISBN9781498566827

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AcknowledgementsIntroduction 1 A Historical Perspective of Corporate Communication and Integrated MarketingCommunication2 Audience and Communication Ethics 3 Organizational Culture at the Intersections of Corporate Communication and IntegratedMarketing Communication4 Corporate Communication and Integrated Marketing Communication in a TechnologicalAge5 Duolingo and the Voice of the Company: A Case Study in Audiences BeyondStakeholdersConclusionBibliographyAbout the Authors

In this volume, McDowell Marinchak and Deluliis emphasize the relationship between the corporate and marketing dimensions of contemporary business communication. Engaging audiences beyond traditional stakeholders is central to the authors’ assertion. The authors recognize the growing number of people impacted by marketers’ messages and the need for marketers to take bolder approaches to their communications. They include a constructive hermeneutic approach along with case studies to provide a practical understanding of integrated marketing communication (IMC). The authors stress the importance of a cohesive, synchronized approach to communication that enhances brand resonance and fosters stakeholder engagement in an increasingly technological environment. The concise presentation of both of theoretical and case-based ideas makes this work stand out from the rest. Recommended. Advanced undergraduates and graduate students.