Marketing Communications: Engagement, Strategies and Practice: Enhanced Media Edition
by Chris Fill
Unlike most texts on the subject, this book focuses on the "why" of marketing communications, encouraging students to take an analytical, reflective approach. Relied upon by undergraduates and CIM students, this is an essential text just got even better in the new enhanced media edition. This includes a new chapter on e-communications, interviews with Chris Fill to introduce each part of the book, further video interviews with real marketing managers who show how the theory works in the real world. There are also new self-assessment questions for students to use to make sure they have fully understood what they have learnt and to practice for their exams. This enhanced media edition really does give students the best way to master their subject.
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The Best Corporate Communications Books
Corporate Communication
by Paul Argenti
Argenti's "Corporate Communication" was the first text to tackle this subject, and now in its fourth edition, it remains the most comprehensive book in this field. "Corporate Communications" describes the changes in the environment for business that have taken place over the last half-century and their implications for corporate communication. While attitudes about business have never been totally positive, they have reached an all-time low in recent years - mistrust and skepticism of corporate entities is high, as are expectations that companies will "give back" to society through philanthropy, community involvement, or environmental protection activities. By showing readers the importance of creating a coordinated corporate communication system, organizations will benefit with important strategies and tools that few companies in the world are using yet. This new edition shows what companies need to know about advanced communication strategies to stay one step ahead of the competition.
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Strategies and Tools for Corporate Blogging
by John Cass
If advertising and public relations were the best ways to connect with a company's audience through traditional media, and blogs are the best way to connect with millions of customers through the medium of online consumer generated media, then how can companies best use blogs to connect with their audience through the medium of consumer-generated media?The answer is through blogger relations, the process of interacting with bloggers and blog readers to get a company's message to an audience. This book targets business people, marketing professionals, public relations firms, search engine optimization and online marketing agency staff with a primer on the importance of corporate blogging and how to conduct a successful blogger relations ongoing campaign. This book: Provides tools for companies to interact with customers through blogging communities; Shows how to transform public relations and search marketing through consumer-generated media, RSS feeds and comment interaction strategies; Describes how to optimize blog articles for blog search engines and provides content strategies; And provides companies the planning tools to evaluate its blogging community and company resources for effective blogging.
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The Secret Language of Leadership: How Leaders Inspire Action Through Narrative
by Stephen Denning
The book introduces the concept of narrative intelligence - an ability to understand and act and react agilely in the quicksilver world of interacting narratives. It shows why this is key to the central task of leadership, what its dimensions are, and how you can measure it. The book’s lucid explanations, vivid examples and practical tips are essential reading for CEOs, managers, change agents, marketers, salespersons, brand managers, politicians, teachers, parents—anyone who is setting out to the change the world.
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Corporate Communications: Theory and Practice
by Joep P Cornelissen
Illustrative examples and case studies are truly international; based on companies in the United States, United Kingdom, continental Europe and elsewhere.The book provides: insights into the nature of the corporate communication profession; the issues that define this profession; the strategies and activities that fall within its remit; and, the ways in which it can be managed and organized in companies and agencies alike. It addresses three important questions: What is corporate communications, and how can it be defined? What strategies and activities are central to this profession? What is the organizational location, status and role of this profession?Important issues (e.g. corporate social responsibility, stakeholder management, integrated communications, reputation management) in managing and organizing corporate communications are all discussed, providing practising managers with appropriate concepts, theories and tools to make better management and communication decisions.
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Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management
by Charles J. Fombrun
This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company's key audience depends upon all of the company's internal and external communication. The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation. "Essentials of Corporate Communication" features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.
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The Extra Mile: How to Engage Your People to Win
by David MacLeod and Chris Brady
"If you look around your business, are your staff really committed to the same goals you are, or are they merely complying with them? Imagine how much further your company could develop if everyone was working to the same expectations." Historically, the company with the best strategy wins. But not any longer. If you want to win, you need to find something else. You need your people to be engaged. Organisations that have energized and aligned their people in pursuing the same goals and vision will have the advantage. Over time they will beat those organisations whose employees can give the company speech but who have not fully brought to bear all their talents and energy. This book recognizes this new competitive reality. Based on original research and with over 30,000 interviews conducted worldwide with some of the world's top leaders from companies such as BAE, Nationwide, and Tesco, The Extra Mile will ensure you get the most out of your people so that your organisation comes out on top.
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