Strategic Corporate Communication is an updated adaptation of Argenti s best work for the Indian market. Replete with new cases and examples from Indian industry, it covers all aspects of communication and its development in India. It also contrasts the practice of corporate communication in the US, while further investigating the business environment in India and how that has shaped the corporate communication function.This book emphasizes the importance of strategic communication, both in terms of how communication serves as an extension of an organization s strategy, and how it can (and should) become more strategic than tactical when approached in a business setting.Turning to the employee constituency, a companya#39;s image as viewed by its employees is particularly important because ... 24 The day-to-day behavior of employees, from Starbucksa#39; baristas to its executives, can rank just as high as product or service quality as the source of a strong corporate ... Corporate Identity Names, Brands, Symbols, Self-presentations Is perceived byE Sum 90 Strategic Corporateanbsp;...
|Title||:||Strategic Corporate Communication|
|Publisher||:||Tata McGraw-Hill Education - 2007-01-01|