This book offers a new approach to communication, focusing on the communication needs of profit/non-profit organizations and their social environment. The book outline three domains - concern, internal, and marketing communication - described from the starting point of the communication needs of organizations. Subsequently, an integral approach is used to discuss information processing by the receiver, communication research, organization of communication, and communication in an international perspective. The theoretical basis is clarified by means of case studies and assignments. This is a completely revised version, where new developments have been included, such as the functioning of social media. In addition, an important component of accountability in communication is added, including a scorecard for communication.
Publication Date: 5/30/2011