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The corporate communication system of managing

The corporate communication system of managing This paper explores the integration of corporate and marketing communication in tomorrow’s company, and discusses a model of the corporate communication system of managing. It defines the need for a total stakeholder perspective and to integrate communication activities around constituent‐constituent relationships. Marketing is described as a special case of human communication, in which all elements of the marketing mix are seen as communicative in action. The paper agrees with the Tomorrow’s Company study that inclusion is a necessity, and argues that new management involves a form of economic democracy, which in turn creates a need for new forms of corporate governance, monitoring, and management. This will require managers to re‐evaluate the appropriateness of their thinking. The corporate communication model of systemic managing is forwarded for this purpose http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

The corporate communication system of managing

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280010317523
Publisher site
See Article on Publisher Site

Abstract

This paper explores the integration of corporate and marketing communication in tomorrow’s company, and discusses a model of the corporate communication system of managing. It defines the need for a total stakeholder perspective and to integrate communication activities around constituent‐constituent relationships. Marketing is described as a special case of human communication, in which all elements of the marketing mix are seen as communicative in action. The paper agrees with the Tomorrow’s Company study that inclusion is a necessity, and argues that new management involves a form of economic democracy, which in turn creates a need for new forms of corporate governance, monitoring, and management. This will require managers to re‐evaluate the appropriateness of their thinking. The corporate communication model of systemic managing is forwarded for this purpose

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Mar 1, 2000

Keywords: Corporate communication; Strategic management; Corporate culture; Business strategy

References