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LEADER 00000cam 22004098i 4500
001 21881194
005 20210130100202.0
008 210127s2021 nyu b 001 0 eng
010 2020055658
020 9780367432478|q(hbk)
020 9780367426316|q(pbk)
020 |z9781003002048|q(ebk)
040 DLC|beng|erda|cDLC
042 pcc
050 00 HF5718|b.H655 2021
100 1 Holtzhausen, Derina Rhoda,|eauthor
245 10 Principles of strategic communication /|cDerina
Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny
Shipka.
264 1 New York, NY :|bRoutledge,|c2021.
300 xix, 341 p. :|bill ;|c25 cm.
504 Includes bibliographical references and index.
520 "Designed to support the paradigm shift in media and
communication, this book presents the basic tenants of
strategic communication and its foundational disciplines
of advertising, public relations, and marketing
communications. Drawing on the latest research in the
field, the text introduces students to the theories of
strategic communication while at the same time outlining
how to apply them to everyday practice. To facilitate
learning and tie concepts to practice, each chapter
includes introductory focus questions, a contemporary
global case study, a career profile of a current
practitioner, end-of-chapter discussion questions, and
features that highlight how research methods can be
applied to strategic communication practice. Principles of
Strategic Communication is ideal as a core text for
undergraduate students in strategic communication courses
within media, communication, marketing, and advertising
programs. The accompanying online resources feature
chapter summaries, useful links to examples of strategic
communication in action, suggested further reading, and
practice test questions. Instructors will find an
instructor's resource manual that includes sample syllabi,
class activities, lecture topics, and a test bank"--
|cProvided by publisher.
650 0 Business communication
650 0 Advertising
650 0 Marketing
650 0 Public relations
700 1 Fullerton, Jami A.,|d1963-|eauthor
700 1 Lewis, Bobbi Kay,|d1970-|eauthor
700 1 Shipka, Danny,|d1967-|eauthor