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.
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|
|Depositing User:||Klaus Oestreicher|
|Date Deposited:||05 Mar 2009 09:15|
|Last Modified:||31 Mar 2010 05:00|
Actions (login required)