Corporate Communication | Discount Price: $60.00
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Binding: Paperback
Paul Argenti's Corporate Communication: A new perspective [Posted on 2001-08-01]
I have been using Paul Argenti's Corporate Communication for my Management and Corporate Communication class and find the book very systematic and comprehensive. It provides students with a new perspective of professional external and internal communication that a company needs to build its image and identity. Especially, the down-to-earth cases for discussions such as, the Adolph Coors Company and the 60 minutes CBS program, and the case of United Technologies, are perfect application of knowledge to practice. More significant is that those problems are universal and might occur to any organization. And this is credited to Paul Argenti's long experience of teaching management and corporate communication. I really enjoy using this book.
Exceedingly Thorough and Strong [Posted on 2002-08-21]
Though not as current as some other texts dealing with corporate communication, Argenti's book is still the best. It combines both theory and practice, never letting one dominate the other; instead, it combines them, letting their merged strengths shine. It's similar to Guerrilla PR: Wired by Michael Levine, which also utilizes the practice of public relations to great effect in examining how to attain the objective. Argenti uses several brilliant case histories in his examination of corporate communication. This text is both informative and useful. I would definitely recommend it to anyone who's involved in the field.
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