Corporate communication : an international and management perspective

Intro -- Title Page -- Copyright -- Preface -- Acknowledgements -- Author Biography -- Overview of the Book's Five Parts -- Notes -- Part I: The Extended Enterprise -- Chapter 1: Introduction: The Domain of Corporate Communication -- 1.1 Stakeholder Management -- 1.2 Twin Goals of Corporate Communication -- 1.3 Conclusions -- Discussion Questions -- Endnotes -- Chapter 2: Stakeholder Relations: Investors and Employees -- 2.1 Investor Relations -- 2.2 Employee Relations -- 2.3 Conclusions -- Discussion Questions -- Endnotes -- Chapter 3: Stakeholder Relations: The Community and Consumers -- 3.1 Community Relations -- 3.2 Consumer Relationship Management (CRM) -- 3.3 Conclusions -- Discussion Questions -- Endnotes -- Part II: Strategic Application of Communication Practices -- Chapter 4: Public Relations: Influencing Public Opinion -- 4.1 Historical Connection Between Public Relations and Public Opinion -- 4.2 Gaining Influence Through Publicity -- 4.3 International Application of Persuasion -- 4.4 International Differences and Constraints in Media Relations -- 4.5 Conclusions -- Discussion Questions -- 4.A. Foreign Media Relations Guide -- Endnotes -- Chapter 5: Public Affairs: Exercising Power in the Socio-Political Environment -- 5.1 Central Role of Government Relations -- 5.2 Government Litigation -- 5.3 The Term "Corporate Diplomacy" Grows -- 5.4 Tools of Public Affairs -- 5.5 Conclusions -- Discussion Questions -- Endnotes -- Chapter 6: Global Marketing Communication: Facilitating Exchanges -- 6.1 Integrated Marketing Communication (IMC) -- 6.2 The Marketing Mix: The 4 Ps -- 6.3 Accommodating International Differences -- 6.4 Conclusions -- Discussion Questions -- Endnotes -- Chapter 7: Social Media and Big Data: Extending Relationships -- 7.1 The Internet -- 7.2 Social Media Marketing -- 7.3 Social Media Impact on Corporate Communications