机读格式显示(MARC)
- 000 03208nam a2200421 i 4500
- 008 221215s2023 enkak b 001 0 eng d
- 020 __ |a 9781032329741 |q hardcover
- 020 __ |a 1032329742 |q hardcover
- 020 __ |a 9781032329734 |q paperback
- 020 __ |a 1032329734 |q paperback
- 020 __ |z 9781003317579 |q electronic book
- 020 __ |z 9781000889598 |q electronic book
- 020 __ |z 9781000889581 |q electronic book
- 040 __ |a DLC |b eng |e rda |c DLC |d OCLCF |d UKMGB |d OCLCQ |d OCLCO |d YT1 |d OCLCL |d YDX
- 050 00 |a HF5718 |b .M345 2023
- 099 __ |a CAL 022024062907
- 100 1_ |a Mahoney, James Scott, |d 1947- |e author.
- 245 10 |a Strategic communication : |b campaign planning / |c James Mahoney.
- 264 _1 |a London ; |a New York, NY : |b Routledge, |c 2023.
- 300 __ |a xx, 278 pages : |b illustrations, forms ; |c 26 cm
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 504 __ |a Includes bibliographical references (pages 265-272) and index.
- 505 0_ |a 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.
- 520 __ |a "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"-- |c Provided by publisher.
- 650 _0 |a Business communication.
- 776 08 |i Online version: |a Mahoney, James, 1947- |t Strategic communication |b Third edition. |d Abingdon, Oxon ; New York, NY : Routledge, 2023 |z 9781003317579 |w (DLC) 2022058219