nature of communication costs, and above all the costs of marketing communication. Globalisation has produced deep changes in … communication strategy. The gradual integration of global markets tends to eliminate static contexts and to replace them with … dynamic and unstable environments, which generate huge changes even in the field of corporate communication, specifically with …

; Acknowledgements; Public Interest Communication: Critical Debates and Global Contexts: An introduction; Chapter run down; In conclusion …; References; PART I: Critical debates; 1. Public interest communication: A framework for systematic inquiry; Introduction; Public … interest -- a political idea; Public interest and communication: foundations; 'The phantom public', 'The Public' and 'many …

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 …: Strategic Application of Communication Practices -- Chapter 4: Public Relations: Influencing Public Opinion -- 4.1 Historical …