MARC状态：已编 文献类型：西文图书 浏览次数：16
- 题名/责任者:
- Strategic communication : campaign planning / James Mahoney.
- 版本说明:
- Third edition.
- 出版发行项:
- London ; New York, NY : Routledge, 2023.
- ISBN:
- 9781032329741
- ISBN:
- 1032329742
- ISBN:
- 9781032329734
- ISBN:
- 1032329734
- 载体形态项:
- xx, 278 pages : illustrations, forms ; 26 cm
- 其他载体形态:
- Online version: Mahoney, James, 1947- Strategic communication Third edition. Abingdon, Oxon ; New York, NY : Routledge, 2023 9781003317579
- 个人责任者:
- Mahoney, James Scott, 1947- author.
- 论题主题:
- Business communication.
- 论题主题:
- Communication.
- 论题主题:
- Management.
- 中图法分类号:
- C912.1
- 书目附注:
- Includes bibliographical references (pages 265-272) and index.
- 内容附注:
- The Brief -- 1. What this book is about -- 2. The nature of strategic communication -- 3. Communication strategy and business planning -- 4. Elements of a communication strategy -- 5. Analysing organisational communication needs -- 6. Why target publics matter -- 7. Setting the compass: communication goals and objectives -- 8. Planning effective messages -- 9. Reaching target publics: the role of communication pathways -- 10. Communication tools-the things we do -- 11. Managing a strategic communication plan -- 12. The Gemini factor: Evaluating strategic communication projects -- 13. Strategic communication counselling.
- 摘要附注:
- "Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication"--
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