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Corporate Communication
by Paul Argenti
from McGraw-Hill/Irwin
Customer Reviews:
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Avg. Customer Rating: 5.0 / 5.0 
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Exceedingly Thorough and Strong
Though not as current as some other texts dealing with corporate communication, Argenti's book is still the best. It combines both theory and practice, never letting one dominate the other; instead, it combines them, letting their merged strengths shine. It's similar to Guerrilla PR: Wired by Michael Levine, which also utilizes the practice of public relations to great effect in examining how to attain the objective.Argenti uses several brilliant case histories in his examination of corporate... more info
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Paul Argenti's Corporate Communication: A new perspective
I have been using Paul Argenti's Corporate Communication for my Management and Corporate Communication class and find the book very systematic and comprehensive. It provides students with a new perspective of professional external and internal communication that a company needs to build its image and identity. Especially, the down-to-earth cases for discussions such as, the Adolph Coors Company and the 60 minutes CBS program, and the case of United Technologies, are perfect application of knowledge to... more info
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