Positioning Theory And Strategic Communication

Autor: Melanie James
Publisher: Routledge
ISBN: 1134615256
File Size: 54,28 MB
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In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology – but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail? Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations field and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.

Positioning Theory

Autor: Rom Harré
Publisher: Wiley-Blackwell
ISBN: 9780631211396
File Size: 39,66 MB
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In this book, Rom Harre give a state of the art overview of positioning theory via contributions from some of the world's leading experts in the field.

Strategic Communication Social Media And Democracy

Autor: W. Timothy Coombs
Publisher: Routledge
ISBN: 1317554914
File Size: 33,94 MB
Format: PDF, ePub, Mobi
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Today almost everyone in the developed world spends time online and anyone involved in strategic communication must think digitally. The magnitude of change may be up for debate but the trend is unstoppable, dramatically reconfiguring business models, organisational structures and even the practice of democracy. Strategic Communication, Social Media and Democracy provides a wholly new framework for understanding this reality, a reality that is transforming the way both practitioners and theoreticians navigate this fast-moving environment. Firmly rooted in empirical research, and resisting the lure of over-optimistic communication dreams, it explores both the potential that social media offers for changing the relationships between organisations and stakeholders, and critically analyses what has been achieved so far. This innovative text will be of great interest to researchers, educators and advanced students in strategic communications, public relations, corporate communication, new media, social media and communication management.

Culture And Positioning As Determinants Of Strategy

Autor: T. Ellson
Publisher: Springer
ISBN: 0230509819
File Size: 33,55 MB
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Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image that complements the role of strategic positioning. This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics.

Interrogating The Theory And Practice Of Communication For Social Change

Autor: P. Thomas
Publisher: Springer
ISBN: 1137426314
File Size: 80,89 MB
Format: PDF, Mobi
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A new addition to the Palgrave Studies in Communication for Social Change series, this book sets the stage for subsequent books by identifying and analysing the current gaps in the field. It critically reviews the theory, practice and strategies of Communication for Social Change in relation to occurring structures, policies and discourses.

Integrated Marketing Communication

Autor: Jerome M. Juska
Publisher: Routledge
ISBN: 1315526794
File Size: 31,32 MB
Format: PDF, Mobi
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This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.

Experiencing Public Relations

Autor: Elizabeth Bridgen
Publisher: Routledge
ISBN: 1351803093
File Size: 72,94 MB
Format: PDF
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Experiencing Public Relations examines the everyday experiences of PR practitioners in order to better understand how public relations is perceived by those outside and within the field. The book aims to provoke debate around the nature of public relations by looking at how it is defined at a theoretical level, compared to how it is lived and represented in the real world. Chapters feature work from some of the world’s leading public relations scholars. They cover a diverse range of subjects, such as representations of PR in fiction and film, terrorist use of public relations, the impact of social media on this medium and a study of ‘dirty work’ within the PR industry. The book also explores international PR practices, presenting analysis from contributors based in Australia, Germany, India, Norway, New Zealand, Poland, Russia, Slovenia, Spain, South Africa, Sweden, Taiwan, UAE, UK, USA and Venezuela. Experiencing Public Relations goes beyond the ‘frontstage’ scholarship of public relations to bring together stories of PR in daily life, revealing how influential theories work out in practice and translate into different cultural and social contexts. This book will provide researchers, professionals and students with a vital perspective on the inner workings of public relations today.

Marketing Communications In Tourism And Hospitality

Autor: Scott McCabe
Publisher: Routledge
ISBN: 113643741X
File Size: 16,79 MB
Format: PDF, ePub, Mobi
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The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.

Encyclopedia Of Communication Theory

Autor: Stephen W. Littlejohn
Publisher: SAGE Publications
ISBN: 1506319149
File Size: 53,68 MB
Format: PDF, Kindle
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With more than 300 entries, these two volumes provide a one-stop source for a comprehensive overview of communication theory, offering current descriptions of theories as well as the background issues and concepts that comprise these theories. This is the first resource to summarize, in one place, the diversity of theory in the communication field. Key Themes Applications and Contexts Critical Orientations Cultural Orientations Cybernetic and Systems Orientations Feminist Orientations Group and Organizational Concepts Information, Media, and Communication Technology International and Global Concepts Interpersonal Concepts Non-Western Orientations Paradigms, Traditions, and Schools Philosophical Orientations Psycho-Cognitive Orientations Rhetorical Orientations Semiotic, Linguistic, and Discursive Orientations Social/Interactional Orientations Theory, Metatheory, Methodology, and Inquiry

The Handbook Of Communication In Cross Cultural Perspective

Autor: Donal Carbaugh
Publisher: Routledge
ISBN: 1317485599
File Size: 16,21 MB
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This handbook brings together 26 ethnographic research reports from around the world about communication. The studies explore 13 languages from 17 countries across 6 continents. Together, the studies examine, through cultural analyses, communication practices in cross-cultural perspective. In doing so, and as a global community of scholars, the studies explore the diversity in ways communication is understood around the world, examine specific cultural traditions in the study of communication, and thus inform readers about the range of ways communication is understood around the world. Some of the communication practices explored include complaining, hate speech, irreverence, respect, and uses of the mobile phone. The focus of the handbook, however, is dual in that it brings into view both communication as an academic discipline and its use to unveil culturally situated practices. By attending to communication in these ways, as a discipline and a specific practice, the handbook is focused on, and will be an authoritative resource for understanding communication in cross-cultural perspective. Designed at the nexus of various intellectual traditions such as the ethnography of communication, linguistic ethnography, and cultural approaches to discourse, the handbook employs, then, a general approach which, when used, understands communication in its particular cultural scenes and communities.