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LEADER 00000cam  22004098i 4500 
001    21881194 
005    20210130100202.0 
008    210127s2021    nyu      b    001 0 eng   
010    2020055658 
020    9780367432478|q(hbk) 
020    9780367426316|q(pbk) 
020    |z9781003002048|q(ebk) 
040    DLC|beng|erda|cDLC 
042    pcc 
050 00 HF5718|b.H655 2021 
100 1  Holtzhausen, Derina Rhoda,|eauthor 
245 10 Principles of strategic communication /|cDerina 
       Holtzhausen, Jami Fullerton, Bobbi Kay Lewis, Danny 
       Shipka. 
264  1 New York, NY :|bRoutledge,|c2021. 
300    xix, 341 p. :|bill ;|c25 cm. 
504    Includes bibliographical references and index. 
520    "Designed to support the paradigm shift in media and 
       communication, this book presents the basic tenants of 
       strategic communication and its foundational disciplines 
       of advertising, public relations, and marketing 
       communications. Drawing on the latest research in the 
       field, the text introduces students to the theories of 
       strategic communication while at the same time outlining 
       how to apply them to everyday practice. To facilitate 
       learning and tie concepts to practice, each chapter 
       includes introductory focus questions, a contemporary 
       global case study, a career profile of a current 
       practitioner, end-of-chapter discussion questions, and 
       features that highlight how research methods can be 
       applied to strategic communication practice. Principles of
       Strategic Communication is ideal as a core text for 
       undergraduate students in strategic communication courses 
       within media, communication, marketing, and advertising 
       programs. The accompanying online resources feature 
       chapter summaries, useful links to examples of strategic 
       communication in action, suggested further reading, and 
       practice test questions. Instructors will find an 
       instructor's resource manual that includes sample syllabi,
       class activities, lecture topics, and a test bank"--
       |cProvided by publisher. 
650  0 Business communication 
650  0 Advertising 
650  0 Marketing 
650  0 Public relations 
700 1  Fullerton, Jami A.,|d1963-|eauthor 
700 1  Lewis, Bobbi Kay,|d1970-|eauthor 
700 1  Shipka, Danny,|d1967-|eauthor