Corporate Communication and Integrated Marketing Communication: Audience beyond Stakeholders in a Technological Age

Christina L. McDowell Marinchak and Sarah M. DeIuliis explore how 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. They 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.

Format: Hardback
Length: 118 pages
Publication date: 15 July 2023
Publisher: Lexington Books

In their captivating book, Christina L. McDowell Marinchak and Sarah M. DeIuliis delve into the intricate realm of corporate communication and integrated marketing communication (IMC) by delving into the profound human connections that individuals forge with companies and brands in the digital age. Through a comprehensive analysis of the historical evolution of corporate communication and IMC, the authors emphasize the critical importance of ethically captivating audiences. Moreover, they explore the symbiotic relationship between organizational culture and corporate communication and IMC practices, shedding light on how these elements shape and influence communication strategies.

Drawing from a diverse range of popular culture and industry examples, McDowell Marinchak and DeIuliis offer a practical and compelling approach to integrating corporate communication and IMC. By leveraging a rich tapestry of insights, they provide a roadmap for understanding audiences in the business context, offering an ethical and pragmatic means to reach beyond stakeholders. This book holds immense appeal to scholars of communication, public relations, and business, as it uncovers new perspectives and insights into the ever-evolving landscape of corporate communication and IMC.

The authors begin by tracing the historical roots of corporate communication, highlighting its evolution from traditional modes of communication to the digital era. They explore how the rise of technology has transformed the way companies communicate with their stakeholders, emphasizing the need for a more holistic and integrated approach. They also delve into the significance of rhetorically engaging audiences ethically, recognizing the power of storytelling and persuasive communication in building trust and credibility.

In the next chapter, the authors examine the relationship between organizational culture and corporate communication and IMC practices. They argue that corporate communication and IMC should be aligned with organizational values and goals to ensure coherence and consistency in messaging. They highlight the importance of cultural intelligence and adaptability in navigating diverse audiences and markets.

The book then delves into the practical aspects of integrating corporate communication and IMC. The authors provide a framework for developing effective communication strategies that leverage both traditional and digital channels. They discuss the importance of content creation, storytelling, and visual communication in capturing and retaining audience attention. They also explore the role of social media and digital marketing in building brand awareness and engaging with customers.

Throughout the book, the authors use real-world examples and case studies to illustrate their points and provide practical insights. They showcase successful integration of corporate communication and IMC practices in various industries, demonstrating how companies can create meaningful connections with their audiences and achieve their business objectives.

In conclusion, "Uniting Corporate Communication and Integrated Marketing Communication: Understanding the Human Connections in a Technological Age" is a thought-provoking and insightful book that offers valuable perspectives on the intersection of corporate communication and IMC. By exploring the human connections that underpin these practices, the authors provide a practical roadmap for integrating these two disciplines to achieve greater audience engagement and business success. This book is a must-read for scholars, practitioners, and anyone interested in understanding the dynamics of corporate communication and IMC in the digital age.

Weight: 327g
Dimension: 238 x 159 x 15 (mm)
ISBN-13: 9781498566827