Corporate Communication by Paul A. Argenti shows readers the importance of creating a coordinated corporate
communication system, and describes how organizations benefit from important strategies and tools to stay ahead
of the competition. Throughout the book, cases and examples of company situations relate to the chapter material.
These cases provide readers with the opportunity to participate in real decisions that managers had to make on
a variety of real problems.
Table of Contents
Ch. 1 The Changing Environment for Business Case: Google in China Ch. 2 Communicating Strategically Case: Carson Containers Ch. 3 An Overview of the Corporate Communication Function Case: Hewlett Packard Corporation Ch. 4 Identity, Image, Reputation, and Corporate Advertising Case: Jet Blue's Valentine's Day Disaster Ch. 5 Corporate Responsibility Case: Starbuck's Coffee Company Ch. 6 Media Relations Case: Adolph Coors Company Ch. 7 Internal Communications Case: Westwood Publishing Ch. 8 Investor Relations Case: Steelcase, Inc. Ch. 9 Government Relations Case: Disney Ch. 10 Crisis Communication Case: Coca-Cola in India
