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Strategic Communication and the Stakeholder Concept:\ud Merging Marketing Communication and PR

By Klaus Oestreicher


Corporate communication is a strategic endeavour of two major directions; market and non-market\ud communication. Within this differentiation, marketing and communication/Public Relations usually operate\ud separately with a major focus on stakeholder communication since scholars’ research provides evidence for its\ud sustainable advantage. But with regard to different stakeholders’ requirements, the differentiation between\ud market and non-market-related communication has diminished and a number of objectives have become both\ud disciplines’ targets.\ud This paper suggests an extension for the notion communication and introduces a strategic model merging both\ud disciplines under the new function of Strategic Communication.\ud Key Words: Corporate communication, strategic communication, stakeholder concept, unitary perception

Topics: HC
Year: 2009
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