Strategic Corporate Communications: A Global Approach for Doing Business in the New India
by Argenti, PaulEdition: 1st
Format: Hardcover
Pub. Date: 2008-09-16
Publisher(s): McGraw-Hill Education
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Summary
Todays leading expert on corporate communication shows global companies how to create a communications strategy for the crucial Indian market A vital resource for all global companies that do business in India, this guidebook shows you how to create a marketing communications strategy specifically for the ever-changing and crucial Indian market. Written by renowned corporate communications expert Paul Argenti,Strategic Corporate Communication presents a complete game plan that you can follow for both internal and external communications.
Author Biography
Paul A. Argenti is Professor of CorporateCommunication at the Tuck School of Business at DartmouthCollege. He does consulting work with clients that includeGoldman Sachs, Sony, and Novartis.
Table of Contents
| Preface | p. VII |
| Acknowledgments | p. XIII |
| The Contemporary Global Business Environment | p. 1 |
| Strategic Communication for Multinational Corporations | p. 29 |
| An Overview of the Corporate Communication Function | p. 59 |
| The Growing Importance of Corporate Reputation | p. 89 |
| Internal Communication: The Emerging Need in Global Organizations | p. 129 |
| Corporate Advertising | p. 157 |
| Media Relations: A Key Ingredient in Global Businesses and Emerging Markets | p. 185 |
| Investor Relations: Reaping Rewards in the Corporate Setting | p. 211 |
| Managing Government Relations: India and the United States | p. 251 |
| Crisis Communications-Lessons From Multinational Companies | p. 279 |
| Endnotes | p. 321 |
| Index | p. 345 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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