University of Worcester Worcester Research and Publications
 
  USER PANEL:
  ABOUT THE COLLECTION:
  CONTACT DETAILS:

Strategic Communication and the Stakeholder Concept: Merging Marketing Communication and PR

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.

[img] PDF
Strategic_Communication_and_the_Stakeholder_Concept_....pdf

Download (525Kb)

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
Depositing User: Klaus Oestreicher
Date Deposited: 05 Mar 2009 09:15
Last Modified: 31 Mar 2010 05:00
URI: https://eprints.worc.ac.uk/id/eprint/590

Actions (login required)

View Item View Item
 
     
Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.