• ISBN13: 9781137544070
• Binding: Paperback
• Subject: Business Management
• Publisher: Macmillan
• Publisher Imprint: Palgr Mac
• Publication Date: May 12, 2016
• Pages: 224
• Original Price: 42.99 GBP
• Language: English
• Edition: N/A
• Item Weight: 341 grams

About the Book This textbook takes a refreshing approach to strategic corporate communication and provides students and practitioners with the tools needed to understand what make a successful communication strategy. It offers s a new way of understanding the way successful communication strategies are constructed and delivered. Using a unique 'reverse engineering' approach, it takes apart the components of corporate communication, examines the mechanics, then rebuilds the strategy for use by communication students and practitioners across a wide range of corporate entities including not-for-profit organisations. <p/>This textbook will be recommended reading for advanced undergraduate and postgraduate students studying PR, corporate or strategic communications, either within a business school or media studies department. The book will also appeal to students studying related topics including international relations and media studies, especially those wishing to work in a communications role for a corporate or not-for-profit organisation after university.