In this book, Christina L. McDowell Marinchak and Sarah M. DeIuliis explore ways 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. Specifically, the authors 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. Drawing on a wide array of popular culture and industry examples, McDowell Marinchak and DeIuliis provide a practical approach and argument for bringing together corporate communication and IMC to better understand audience in business practices. In an age where the connection between consumption and identity are further compounded by communication technologies, this approach offers an ethical and pragmatic way to reaching audiences beyond stakeholders. Scholars of communication, public relations, and business will find this book of particular interest.
Christina L. McDowell Marinchak is senior lecturer of marketing and management communication at Cornell University in the Nolan School of Hotel Administration at the SC Johnson College of Business. Sarah M. DeIuliis is assistant professor in the Department of Communication and Rhetorical Studies at Duquesne University.
Acknowledgements Introduction 1 A Historical Perspective of Corporate Communication and Integrated Marketing Communication 2 Audience and Communication Ethics 3 Organizational Culture at the Intersections of Corporate Communication and Integrated Marketing Communication 4 Corporate Communication and Integrated Marketing Communication in a Technological Age 5 Duolingo and the Voice of the Company: A Case Study in Audiences Beyond Stakeholders Conclusion Bibliography About the Authors
"This study integrates the histories, literatures, and practices around corporate communication and integrated marketing communication to demonstrate the significance and implications of their integral capacities. Acknowledging the technological web that has come to shape and define the communicative landscape, this project advocates for the unification of these two strategic communication practices and by doing so, opens new communicative possibilities grounded in communication ethics. Beyond current audiences, approaches, and applications, the authors amplify constructive, effective, and fitting communication practices that shepherd us forward into a new and complex future." -- Annette M. Holba, Plymouth State University "This study integrates the histories, literatures, and practices around corporate communication and integrated marketing communication to demonstrate the significance and implications of their integral capacities. Acknowledging the technological web that has come to shape and define the communicative landscape, this project advocates for the unification of these two strategic communication practices and by doing so, opens new communicative possibilities grounded in communication ethics. Beyond current audiences, approaches, and applications, the authors amplify constructive, effective, and fitting communication practices that shepherd us forward into a new and complex future." -- Annette M. Holba, Plymouth State University
