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This handbook pursues an integrated communication approach. Drawing
on the various fields of organizational communication and their
relevance for CSR, it addresses innovative topics such as big data,
social media, and the convergence of communication channels, as
well as the roles they play in a successfully integrated CSR
communication program. Further aspects covered include the analysis
of sector-specific, cross-cultural, and ethical challenges related
to the effective communication of CSR. This handbook is unique in
its consistent focus on integrated communication. It is of interest
not only for the scientific discourse, but will also benefit those
corporations that not only seek to operate in a socially
responsible manner, but also to communicate their efforts to their
various stakeholders. Besides its significant value for researchers
and professionals, the book can also be used as a reference for
undergraduate and graduate students interested in successful CSR
communication.
The book presents a wide selection of studies and works in the area
of international communication including seven main areas:
Advertising and Communication Effects; Advertising and Information
Processing; Communication and Branding; Emotional, Social and
Individual Aspects of Communication; Communication and New Media;
International Advertising and, finally, Perspectives on the Future
of International Advertising
This handbook pursues an integrated communication approach. Drawing
on the various fields of organizational communication and their
relevance for CSR, it addresses innovative topics such as big data,
social media, and the convergence of communication channels, as
well as the roles they play in a successfully integrated CSR
communication program. Further aspects covered include the analysis
of sector-specific, cross-cultural, and ethical challenges related
to the effective communication of CSR. This handbook is unique in
its consistent focus on integrated communication. It is of interest
not only for the scientific discourse, but will also benefit those
corporations that not only seek to operate in a socially
responsible manner, but also to communicate their efforts to their
various stakeholders. Besides its significant value for researchers
and professionals, the book can also be used as a reference for
undergraduate and graduate students interested in successful CSR
communication.
The goal of the book is to advance more systematic research in the
fields of advertising and communication form an international
perspective. Renowned communication researchers from around the
globe have contributed to the making of this book.
Ralf Terlutter prasentiert Strategien und operative Massnahmen zur
Verbesserung der Kundenorientierung in Kulturinstitutionen. Im
Mittelpunkt der Untersuchung steht der Lebensstil der Besucher."
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