Oestreicher, Klaus (2009) Strategic Communication and the Stakeholder Concept: Merging Marketing Communication and PR. In: 4th International Research Days on Marketing Communications, 26 to 27 March 2009, University of Aarhus, Denmark.
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Official URL: http://www.asb.dk/article.aspx?pid=17316
Abstract
Corporate communication is a strategic endeavour of two major directions; market and non-market communication. Within this differentiation, marketing and communication/Public Relations usually operate separately with a major focus on stakeholder communication since scholars’ research provides evidence for its sustainable advantage. But with regard to different stakeholders’ requirements, the differentiation between market and non-market-related communication has diminished and a number of objectives have become both disciplines’ targets. This paper suggests an extension for the notion communication and introduces a strategic model merging both disciplines under the new function of Strategic Communication. Key Words: Corporate communication, strategic communication, stakeholder concept, unitary perception.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Corporate communication, strategic communication, stakeholder concept, unitary perception |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Academic Departments > Worcester Business School |
| ID Code: | 590 |
| Deposited By: | Klaus Oestreicher |
| Deposited On: | 05 Mar 2009 09:15 |
| Last Modified: | 31 Mar 2010 06:00 |
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