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In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways to unite corporate communication and integrated marketing communication (IMC ) by better understanding the human communication relationships people have with companies and brands in a technological age. Specifically, the authors analyze the historical development of corporate communication and IMC, the importance of rhetorically engaging audiences ethically, and the relationship between organizational culture and corporate communication and IMC practices. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reach audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.
List of contents
Acknowledgements
Introduction
1 A Historical Perspective of Corporate Communication and Integrated Marketing
Communication
2 Audience and Communication Ethics
3 Organizational Culture at the Intersections of Corporate Communication and Integrated
Marketing Communication
4 Corporate Communication and Integrated Marketing Communication in a Technological
Age
5 Duolingo and the Voice of the Company: A Case Study in Audiences Beyond
Stakeholders
Conclusion
Bibliography
About the Authors
About the author
Christina L. McDowell Marinchak is senior lecturer of marketing and management communication at Cornell University in the Nolan School of Hotel Administration at the SC Johnson College of Business.
Sarah M. DeIuliis is assistant professor in the Department of Communication and Rhetorical Studies at Duquesne University.
Summary
In this book, the authors trace corporate communication and integrated marketing communication (IMC) historically and situate industry practices today to draw attention to the need for companies to reach audiences beyond traditional stakeholders.
