Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis

Principles of Strategic Communication

• Gebundenes Buch

Produktbeschreibung

Marking a paradigm shift in the field, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. It is a core text for undergraduate students in strategic communication courses in media, communication, marketing, and advertising programs.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 342
• Erscheinungstermin: 9. Juli 2021
• Englisch
• Abmessung: 254mm x 178mm x 21mm
• Gewicht: 844g
• ISBN-13: 9780367432478
• ISBN-10: 0367432471
• Artikelnr.: 69983030

Autorenporträt

Derina Holtzhausen is Professor and Dean of the College of Fine Arts & Communication at Lamar University, USA. Jami A. Fullerton is Professor in the School of Global Studies and Peggy Layman Welch Chair in Strategic Communications at Oklahoma State University, USA. Bobbi Kay Lewis is Associate Dean in the College of Arts and Sciences and Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA. Danny Shipka was Associate Professor in the School of Media & Strategic Communications at Oklahoma State University, USA.

Inhaltsangabe

1. Introduction to the Theory of Strategic Communication 2. Careers in
Strategic Communication 3. The Concept of Strategy 4. The Three Management
Levels of Strategic Communication 5. Ethics and Societal Issues 6. Research
7. Strategic Communication Planning 8. Stakeholders 9. Message Tactics 10.
Traditional Media 11. Evolving Media 12. Branding 13. Strategic
Communication Campaigns