Description

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In this book, the authors trace corporate communication and integrated marketing communication (IMC) historically and situate industry practices today to draw attention to the need for companies to reach audiences beyond traditional stakeholders.

About the Author

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Christina L. McDowell Marinchak is senior lecturer of marketing and management communication at Cornell University in the Nolan School of Hotel Administration at the SC Johnson College of Business.Sarah M. DeIuliis is assistant professor in the Department of Communication and Rhetorical Studies at Duquesne University.