Integrated Business Communication

In a Global Marketplace

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This is an excellent introduction to the area of Integrated Business Communication. The text provides a solid platform for those students engaged in studying professional business communication. The text is accessible with issues and concepts anchored with effective contemporary examples and case studies, supported with well integrated theories and models. The authors have defined and explored the area of 'integrated communication' and its importance to effective business practice, an area of some focus within business strategy today.

Gary Lunt, Programme Leader for the BA (Hons) Communication, Advertising & PR, School of Creative Industries, Napier University.

Integrated Business Communication in a Global Marketplace stresses an interdisciplinary approach to communication through collaborative learning strategies. The book presents current theory as well as practical examples and explanations of various business communication. Underlying the discourse is the belief that communication is fundamental to effective decision-making, team-building and leadership.

This user-friendly book covers communication concepts and issues from marketing, management, public relations, promotions and organisational communications. It introduces new media and social media, framing, diffusion of innovation, cultural differences and precision listening among others. Through interviews, case studies, real-world business communication examples, research studies and interactive class exercises, students are exposed to effective business communication practices. Integrated Business Communication in the Global Marketplace helps students to understand the role effective communication will play in their future business success.

This book is essential reading for students studying business communication. The website wileyeurope.com/college/stuart, includes an online glossary of key terms, samples of business correspondence, and communication examples for students. It also contains PowerPoint slides, essay questions, additional case studies and a test bank with questions and answers for lecturers.

Weniger Details

Bonnye Stuart is an instructor at Winthrop University. She has previously been an instructor at several universities in the United States, among them the UNC Charlotte, Pfeiffer University, the Johnson C. Smith University, North Carolina State Univesity, Groupe ESC Grenoble, St Cloud State University and the University of West Florida. Ms Stuart has also worked as a Communications Manager for Whitesands Marketing, Inc and was a PR coordinator at SAGE Inc. She has a BA in Journalism from Louisiana State University and an MA in Communications from the University of New Orleans. Dr. Marilyn Sarow, Associate Professor at Winthrop University, was manager of internal communications and assistant director of public affairs at the Chandler Medical Center, University of Kentucky, Lexington, four years and public information coordinator and publications manager of the University of Wisconsin Centers, Madison, seven years. She taught mass communication at the University of Wisconsin-LaCrosse two years. Previously she taught high school English and journalism in Illinois and Michigan. Sarow was president of the Charlotte, N.C. chapter of Women in Communications, Inc., one year and secretary of the YWCA Board of Directors, Madison, Wis., four years. She joined the Winthrop faculty in 1990. She earned her B.S. at Western Michigan University her M.A. at Southern Illinois University-Carbondale and her Ph.D at the University of South Carolina. Laurence Stuart is the CEO and founder of the College to Career Seminars, Inc. He was previously the Senior Vice President for Sales, Promotion and Marketing at Belk Stores and also Saks Inc (Hergerger's Division). He has also worked for Whitesands Marketing Group, Warnaco New York, Hartmarx Corporation in Chicago and Wemco Inc in New Orleans. He has a BA in Journalism from Louisiana State University. Mr Stuart's area of expertise is in external and internal communications, media relations and advertising.