Integrating Corporate Communications

The Cost-Effective Use of Message and Medium

Inbunden, Engelska, 1995

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Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication; examines human behavior in communicating; reviews corporate communication structure; and analyzes messages and media and shows how to get started toward cost-effective corporate communication.In 11 chapters, the book presents a look at corporate communications based on economic principles. Separate chapters examine the business environment and communication; corporate communication and strategy and reputation; corporate communication and the individual; corporate communication and messages; corporate communication and media; corporate communication and measurement; and corporate communication and business structure. A major resource for senior managers, strategists, and other communications specialists.

Produktinformation

Utgivningsdatum1995-09-30
Mått156 x 235 x 23 mm
Vikt624 g
FormatInbunden
SpråkEngelska
Antal sidor336
FörlagBloomsbury Publishing Plc
ISBN9780899308951

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JAMES L. HORTON is general manager in charge of the public relations unit of Poppe Tyson, a nationwide integrated communications firm. He has extensive management and other experience in investor relations, corporate communications, marketing, and communications consulting. Among his clients are financial services firms, computer and high-tech companies, a German auto manufacturer, oil, chemical, and environmental treatment firms, consumer packaged goods manufacturers, basic manufacturers and utilities. Horton writes and lectures frequently on business management practices and quality in corporate communications. Horton holds a Masters in marketing and finance from the J.L. Kellogg School of Management, Northwestern UniversityM.A. from the University of Missouri School of Journalism and a M.A. from U.C.L.A., in English literature.

AcknowledgmentsIntroductionA Prelude to Corporate CommunicationDescribing Corporate CommunicationAn Approach to Corporate CommunicationUnderstanding the Business EnvironmentCorporate Communication, Strategy, and EnvironmentCorporate Communication and the IndividualCorporate Communication and MessagesCorporate Communication and MediaCorporate Communication and MeasurementCorporate Communication StructureMoving toward Cost-Effective Corporate CommunicationIndex