Strategic Communication: New Agendas in CommunicationAnthony Dudo, LeeAnn Kahlor Routledge, 1. 7. 2016 - 204 strán (strany) The focus of this book is Strategic Communication. Communication can be defined as strategic if its development and/or dissemination is driven by an expected outcome. These outcomes can be attitudinal, behavioral, persuasive or knowledge-related; they can lead to change or engagement, or they can miss their mark entirely. In looking at strategic communication, one is not limited to a specific context or discipline. Many of the scholars in the volume are generating research that covers strategic communication in ways that are meaningful across fields. This volume collects the work and idea of scholars who cover the spectrum of strategic communication from source to message to audience to channel to effects. Strategic Communication offers news perspectives across contexts and is rooted firmly in the rich research traditions of persuasion and media effects. Spanning multiple disciplines and written to appeal to a large audience, this book will be found in the hands of researchers, graduate students, and students doing interdisciplinary coursework. |
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... social networks, prosocial marketing and the managerial aspects of marketing analytics. Yan Jin (Ph.D., University of Missouri) is associate director of the Center for Health & Risk Communication and an associate professor in the Henry ...
... social media to listen to users' dialogue and concerns about health and environmental issues, capitalize on user ability to forward messages to social networks, and collaborate with users to create innovative and effective campaigns. In ...
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Obsah
Narrative Messaging | |
Identifying | |
The Social Nature of Online Media and Its Effects | |
Strategic Communication and U S National Security | |
MarketerConsumer Language Cooperation in Strategic | |
How Marketing Communications Influence the Formation | |
Explicating | |
Index | |
Iné vydania - Zobraziť všetky
Strategic Communication: New Agendas in Communication Anthony Dudo,LeeAnn Kahlor Obmedzený náhľad - 2016 |