ABSTRACT

Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

part I|81 pages

Understanding Alternative Choices

chapter 2|17 pages

Brands and the Economy

chapter 4|18 pages

The Choice of Media

part II|151 pages

Media Use: How Media Speaks to and Reaches the Target Differently

chapter 6|26 pages

Traditional Advertising

chapter 7|17 pages

Out-of-Home

Outdoor and Transit

chapter 8|21 pages

Direct Marketing

chapter 9|15 pages

Sales Promotion

chapter 10|20 pages

Electronic Media

chapter 11|14 pages

Mobile Media

chapter 12|17 pages

Guerrilla and Viral Marketing