Business Communication Theory
This work conducts an examination of five different books or articles on business communication theory and reports on each of these works.
Cornelissen and Business Communication Theory
The first work under review is that of Joep Cornelissen entitled "Understanding the Development nd Diffusion of Integrated Marketing Communications (IMC) A Metaphorical Perspective" reports that recently "theoretical commentaries and empirical research" regarding the conceptualization of Integrated Marketing Communications (IMC) have been concerned with "its development and specification as a theoretical construct and its diffusion among academic and practitioner populations across the globe." (2006) Cornelissen states the argument that "the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor." (2006) Specifically proposed by Cornelissen is that IMC can be understood "through three core metaphors or metaphorical projects: (1) discourse; (2) system; and (3) practice. (2006) These three metaphors are reported to "account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature." (Cornelissen, 2006)
II. Hartley and Bruckman: Business Communication Theory
The work of Hartley and Bruckman (2002) entitled "Business Communication" examine specific elements of business communication including those of: (1) interpersonal communication; (2) group communication; (3) written presentation; (4) oral presentation; and (5) the use of electronic media. This work is useful in assisting the reader comprehend important business communication principles and in applying the principles in business and corporate contexts which are varied. As well, the reader will learn to critically analyze these business communication principles...
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