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Principles of Strategic Communication / Derina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka
ISBN
9780367426316
Lần xuất bản
Đang cập nhật
Mã xếp giá
Tên tác giả
Holtzhausen, Derina
Nhà xuất bản
Routledge
Năm phát hành
2021
Mô tả vật lý
341p. ;24cm.
Từ khóa
Môn học
Ldr
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$aHoltzhausen, Derina
245
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$aPrinciples of Strategic Communication /$cDerina Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny Shipka
260
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$aNew York :$bRoutledge,$c2021
300
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$a341p. ;$c24cm.
520
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$aDesigned 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
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