Bokus
Christina L. McDowell Marinchak, Sarah M. DeIuliis - Corporate Communication and Integrated Marketing Communication, Inbunden

Inbunden, Engelska, 2023

Corporate Communication and Integrated Marketing Communication

Audience beyond Stakeholders in a Technological Age

Av Christina L. McDowell Marinchak, Sarah M. DeIuliis

Del i serien Integrated Marketing Communication

949 kr

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Beskrivning
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.
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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.

Recensioner i media

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.

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