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Full-Text Articles in Business
Communication At The Core: Exploring Decision-Making When Communication Is At The Heart Of An Organisation’S Strategy Development, Sinead Hewson
Communication At The Core: Exploring Decision-Making When Communication Is At The Heart Of An Organisation’S Strategy Development, Sinead Hewson
Theses
This investigation considers whether the position, territory and scope of the public relations function in organisations influences strategic thinking, decision-making, and results. Scholars say communication is a strategic management function and has a significant role to play (Grunig J.E., Dozier and IABC Research Foundation 1992, pp. 325–356; Kitchen, 1997, pp. 43–73). Yet, the strategic expertise of communicators is neither understood nor acknowledged outside of the sector. The study’s investigation into the issue and level of access to industry opinion-makers adds to the strategy discussion, while the proposed model of Adaptive Communication contributes to new knowledge.
An Exploration Of Experiential Marketing In The Fast-Moving Consumer Goods Industry: Development Of The Experiential Marketing Implementation Model And The Return On Integrated Experience Formula, Holly Anne Barry
Theses
The nature of brand-customer relationships has long been the focus of marketers’ attentions, however, the competitive environment of the Fast-Moving Consumer Goods industry in the modern era, has significantly elevated the importance of that relationship in the literature. This is primarily due to the evolution of consumers’ needs and wants and their growing expectation of brands playing a key role in their daily lives. As a result, brands face the challenge of trying to communicate with their target audience through a multitude of marketing communications tools that both engages and excites them, while at the same time building effective memory …