Corporate Communication and Integrated Marketing Communication

Christina L. McDowell Marinchak is senior lecturer of marketing and management communication at Cornell University in the Nolan School of Hotel Administration at the SC Johnson College of Business.Sarah M. DeIuliis is assistant professor in the Department of Communication and Rhetorical Studies at Duquesne University.

• 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.