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Principles of strategic communication

Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online support material features chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor's resource manual that includes sample syllabi, class activities, lecture topics, and a test bank.

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Detail Information

Series Title

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Call Number

658.802 Hol p

Publisher

New York : Routledge., 2021

Collation

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Language

English

ISBN/ISSN

9780367426316

Classification

658.802

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

ADVERTISING
MARKETING
BUSINESS COMMUNICATION
PUBLIC RELATIONS

Specific Detail Info

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Statement of Responsibility

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