Social Media and Integrated Marketing Communication

Book Name : Social Media and Integrated Marketing Communication_x000D_
A Rhetorical Approach

By by Jeanne M. Persuit

Sub Title : A Rhetorical Approach

Written by : by Jeanne M. Persuit

Subject Category : Economics

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about this book

Social Media and Integrated Marketing Communication: A Rhetorical Approach explores social media in the areas of corporate identity, brand narratives, and crisis response from a rhetorical perspective. Key ideas in this text are social media as epideictic rhetoric—the rhetorical setting that deals with the present and matters of virtue and education—and how rhetorical decorum, a component of Cicero’s third Canon of Style, can guide organizations and their audiences toward more ethical and effective integrated marketing communication (IMC). This strategy emphasizes changing behavior, not just attitudes. Because social media leaves traces of communication that may be with us for the foreseeable future, Social Media and Integrated Marketing Communication frames the conversation about social media and IMC to move away from a risk/reward or a return on investment orientation and toward a focus on social media as communicative action that is attentive to this historical moment, to organizations and their audiences, and to communication ethics. Through this, Persuit asks how organizations can engage in decorum in their online IMC efforts while at the same time considering how their audiences can engage in decorum as well. Neither romanticizing nor demonizing the areas of social media and IMC, instead, this text offers a pragmatic understanding of these areas that finds a place in the theory of the communication discipline. Lexington Books; July 2013 ISBN 9780739171141 Read online, or download in secure PDF or secure EPUB format Title: Social Media and Integrated Marketing Communication Author: Jeanne M. Persuit Imprint: Lexington Books Subject categories Economics > Commerce Language Arts & Disciplines > Communication Business > E-Commerce Business and Commerce > Business > Marketing. Distribution of products Business > New Business Enterprises Professions and Applied Sciences Language Arts & Disciplines > Rhetoric ISBNs 0739171143 9780739171134 9780739171141 In The Press Persuit's thorough, thoughtful and engaging analysis is testament to the timeless capacity of rhetorical theory to comprehend and dissect the most compelling issues of the day. This book is a must read for students and scholars studying organizational communication, public relations, risk and crisis communication, and marketing. About The Author Jeanne M. Persuit is assistant professor of communication at the University of North Carolina, Wilmington.

About The authore

Jeanne M. Persuit is assistant professor of communication at the University of North Carolina, Wilmington.

Related subjects

Economics - Commerce Language Arts & Disciplines - Communication Business - E-Commerce Business and Commerce - Business - Marketing. Distribution of products Business - New Business Enterprises Professions and Applied Sciences Language Arts & Disciplines - Rhetoric

ISBN

0739171143 - 9780739171134 - 9780739171141

In The Press:

Persuit's thorough, thoughtful and engaging analysis is testament to the timeless capacity of rhetorical theory to comprehend and dissect the most compelling issues of the day. This book is a must read for students and scholars studying organizational communication, public relations, risk and crisis communication, and marketing.

Imprint

Lexington Books

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