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Corporate Communication
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Table of Contents

Ch. 1The Changing Environment for Business Case: Google in China Ch. 2Communicating Strategically Case: Carson Containers Ch. 3An Overview of the Corporate Communication Function Case: Hewlett Packard Corporation Ch. 4Identity, Image, Reputation, and Corporate Advertising Case: Jet Blue s Valentine s Day Disaster Ch. 5Corporate Responsibility Case: Starbuck s Coffee Company Ch. 6Media Relations Case: Adolph Coors Company Ch. 7Internal Communications Case: Westwood Publishing Ch. 8Investor Relations Case: Steelcase, Inc. Ch. 9Government Relations Case: Disney Ch. 10Crisis Communication Case: Coca-Cola in India

About the Author

Paul Argenti is Professor of management communication at the Tuck School of Business at Dartmouth College for past 15 years. Prior to that, taught at the Columbia and Harvard Business Schools. He has extensive consulting experience, including Hooker Chemical and Hewlett-Packard and regularly speaks to corporations on their communication issues.

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