ABSTRACT
The emphasis is investigating what could be considered organizational communication and what is something else, how it can be categorized, which factors influence organizational communication such as hierarchy, organizational form, culture, and power and which theories best explain the phenomenon. This chapter deals with integrated marketing, which is crucial for the development of corporate communication, which in some ways is equivalent to strategic communications. Integrated marketing was developed in the field of marketing and strategic communications grew within the field of communication. Within the research fields of public relations and organizational communication, communication and communications issues used to be the focus of researchers’ interest. Strategic communication can be described as a fundamental part of an organization’s management function and a practical field of specialization that includes the exploration of needs, planning, strategic formulation, communication interventions, communication programs, and communication processes. A knowledge interest is linked to research, the development of theories, and methods to reflect, criticize, and develop the practice.
