Integrated Marketing Communication: Pentacom, 4/e, 4th Edition

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Corporate and Organizational Communication Theories

Communication in Organizations

Chapter Objectives

• To understand the main communication theories (persuasive, marketing etc.)
• To learn how to analyze a communication process and in particular an organization’s communication strategy
• To acquire a conceptual framework for the communication strategies of companies and organizations
• To study the relationships between marketing, management, human resources, firms, organizations and communication approaches
• To understand how persuasive communication works as applied to a company and its management of human resources and brands

Corporate communication today is at the crossroads where two theoretical fields—communication sciences and management ...