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· 분류 : 외국도서 > 경제경영 > 화술/협상/프리젠테이션
· ISBN : 9780470027677
· 쪽수 : 448쪽
목차
About the Authors xiii
Preface xv
Acknowledgements xvii
Introduction xix
PART 1 Communication in Daily Life 1
Chapter 1 The Building Blocks of Communication 3
Executive Summary 3
Introduction to Integrated Communication 4
Silo mentality 5
Why Does Integrated Business Communication Work? 6
What Is Communication? 7
The Development of Theory 9
The boom years 9
Communication education today 10
Forms of Communication 11
Intrapersonal communication 11
Interpersonal communication 12
Mediated communication 12
Business communication 14
Integrated business communication 14
Understanding What This Means to You 15
Shaping the Communication Process 17
Chapter 2 The Complex World of the Sender 27
Executive Summary 27
Introduction to the World of the Sender 28
Understanding Verbal Language 29
Word choice 29
What is paralanguage? Should I care about it? 30
Non-verbal Communication is Complex and Ever Changing 34
Body language 35
Persuasion as a Communication Tool 36
Using persuasive tactics to reach your audience 38
Language in the Global Setting 39
Words both denote and connote information 39
Using concrete words 41
Using abstract words 41
Barriers to direct and ethical language 43
Chapter 3 Knowing the Receivers of Your Messages 51
Executive Summary 51
Introduction to Understanding Receivers 52
Looking at a Global Audience 53
Globalization and localization 53
Diversity and individualism in the workplace 54
Knowing Your Audience 56
Defining stakeholders 57
Qualitative research 61
Quantitative research 63
Reaching Your Audience 63
Abraham Maslow and the hierarchy of needs 64
Profiling and narrowcasting 65
Cultural Influences Affect Receivers of Messages 69
Types of Audience 71
Interested/disinterested 72
Voluntary/captive 72
Eager/resistant 72
Chapter 4 Breaking Through the Noise 81
Executive Summary 81
Introduction to Message Perception 82
What is Noise? 83
External noise 84
Internal noise 85
Semantic noise 85
Filtering Out Unwanted Noise 86
Cognitive dissonance 87
Selective filters 87
Information overload 90
Multitasking as noise 90
Hearing Versus Listening 92
The complex listening process 93
Types of listener 95
Chapter 5 Communication Channels 103
Executive Summary 103
Introduction to Message Delivery 104
Spoken Language 105
Written Language 105
Printed Language 106
Electronic Language 107
Advantages and Disadvantages of Oral and Written Channels 108
Oral communication 109
Written communication 109
Choosing a Channel 111
The Mechanics of Effective Messaging 112
Outlining 112
Organizational patterns for outlines 113
Formal Written Communication Formats 115
Formal business letters 115
Office memoranda 118
Oral Communication Guidelines 118
Art/science dichotomy 119
Speech delivery formats 123
Effective presentations 125
Electronic Communication 128
Technology and communication 128
PART 2 Towards Integrated Business Communication 137
Chapter 6 Business Communication, Public Relations and Integrated Marketing Communication 139
Executive Summary 139
Introduction to the Practice of Persuasive Communication 140
Early History 141
Revolution and persuasion 142
Industrial Revolution 142
Twentieth Century 144
Mergers and acquisitions 144
What’s in a name? 145
Models of public relations management 145
The Public Relations Industry Today 147
Significant Publics 149
External publics 149
Internal publics 150
Why Integrated Communication? 151
Impact of globalization 153
Influence of integrated marketing communication (MARCOM) 154
Characteristics of integrated business communication 155
Strategic planning 156
Meeting Public Expectations 157
Chapter 7 External Communication: Messaging to Your Publics 165
Executive Summary 165
Introduction to Recognizing Publics 166
Stakeholders – primary publics 166
Secondary publics 170
Forms of Corporate Messaging 170
Vision statements 171
Mission statements 172
Marketing and public relations 173
Advertising 176
Promotions 177
Communicating with special publics 179
Protecting a brand 184
Chapter 8 Internal Communications: Messaging Within Your Company 191
Executive Summary 191
Introduction to Sending Messages Within the Company 192
Organizational Communication 193
Internal Verbal Communication 195
Face-to-face communication 196
Telephone and voice mail 197
Meetings 198
Videoconferencing 201
Special events for employees 201
Written Internal Communication 204
Memos 204
Traditional memo 205
High-impact memo 205
Email memo 206
Newsletters 206
Blogs 208
Supplemental internal publications 209
Protecting Your Company Image from Within 210
Chapter 9 The Importance of Effective Communication in the Workplace 219
Executive Summary 219
Introduction to Effective Workplace Communication 220
The Changing Workplace 221
Diversity in the workplace 221
Increased use of technology 224
Communicating to Employees 225
Two ways to reach employees 226
Two-way Open Communication 226
Employee and management empowerment 228
Sharing knowledge 229
Encouraging innovation 230
Effective Communication as a Function of Management 232
Listening 232
Recruitment 233
Training 233
Communication Challenges 235
Strategic Planning 236
Planning for the future 237
Goals, objectives and tactics 238
Chapter 10 Issues of Organizational Leadership 247
Executive Summary 247
Introduction to the Role of Communication in Management and Leadership 248
Institutional Cultures in International Business 249
Reading institutional culture 251
Leadership or Management? 251
Leadership Theory 252
Trait approach 252
Situational approach 253
Style approach 255
Transformational and transactional approaches 257
Challenges in Leadership Communication 258
Leaders Emerge when Ethical and Legal Issues Arise 258
Definition of ethics 259
Cross-cultural issues 260
Legal issues 261
PART 3 Integrated Business Communication 271
Chapter 11 Global Communication Expands 273
Executive Summary 273
Introduction to Global Communication as Everyday
Communication 274
The World Is Indeed Flat 275
Overriding stereotypes 276
Think Globally, Act Locally 278
Changing Markets 279
Traditional markets 280
Emerging markets 280
Communication Technology in the Global Marketplace 281
Websites 282
Social media 283
Communicasting 284
Datacasting 286
Applied Global Communication 287
Chapter 12 Communication in the New Management World 295
Executive Summary 295
Introduction to Communication Challenges 296
Strategic Communication Management 297
Visibility of the executive 297
The executive as team builder 299
The executive as mediator 301
The executive as negotiator 302
The executive as educator 303
The executive as facilitator of creativity and innovation 303
Accountability and Decision-making 304
Leading the Way for Effective Communication for the Future 306
Measuring communication effectiveness 306
Reading, researching, learning 307
Sound decision-making 308
Improving Two-way Communication 312
Chapter 13 Emerging Issues Affecting Communication Strategy 319
Executive Summary 319
Introduction to New Approaches to Communication Strategy 320
Bridging the Communication Gap between Executives and Employees 321
Bridging the Communication Gap between Employees and Customers 322
Issues Management Strategy 323
Internal issues management 326
Crisis management and risk assessment 328
Steps in crisis communication planning 330
Public affairs takes new directions 331
Trendwatching: What’s on the Horizon? 332
Reactive responses to trends 333
Proactive trendwatching 336
Chapter 14 New Focus on Responsible Communication 347
Executive Summary 347
Introduction to New Communication Directions 348
Integrated Marketing Communication 349
Steps in integrated marketing communication planning 350
Developing and Implementing Communication Strategies 350
Choosing communication channels 350
The business of branding 352
Specialized marketing techniques 353
Integrated Business Communication 356
The foundations of integrated business communication (IBC) 356
The integrated business communication model 356
Making IBC work 358
Issues in IBC Planning 360
The corporate social responsibility movement 360
Customer communication management 362
Employee communication management 365
Laying the foundation 366
Chapter 15 Looking Ahead 373
Executive Summary 373
Introduction to Communicating in the Future 374
Organizational and Technological Changes 376
Organizational changes 377
Technological changes 382
New Communication Challenges Emerge 382
Ethical uncertainties 383
Security issues 385
Creativity Rules the New Global Marketplace 386
Training Communicators for the New Global Marketplace 386
Educational training 386
Futurists See the World from a Different Perspective 387
Glossary 395
Index 413
