![]() The book layout seems to draw some inspiration from periodicals illustrations are plentiful, text is crisp and straightforward, while coloured panels draw attention to key points, further questions (graded in order of perceived difficulty) and case studies. ![]() Aspects of corporate communication processes and strategy are touched on in buyer behaviour, personal selling and management. ![]() Thus the expert corporate communicator will view the pages as traditional customer relations rather than public relations which by definition includes other stakeholders, corporate image and reputation studies etc. A century of theoretical and empirical knowledge has been subsumed within the mass communication chapter, along with advertising and sales production. As such, like its predecessor, it is aimed squarely at students and teachers rather than practitioners, although the public relations specialist will not be surprised to see how the subject of public relations has been given the full reductionist treatment. ![]() Although the book is too much of a Leviathan to be considered a subject primer, it manages to encompass great swathes of business behaviour and process and encourages readers to view them in a marketing context. The original (1996) text has become a popular foundation stone for specialists and nonāspecialists alike, and it receives an update with this, the second European edition.
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