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This is the "Business Communication" page of the "Communication Arts Research" guide.
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Last Updated: Nov 13, 2017 URL: http://libguides.warner.edu/communication1 Print Guide RSS UpdatesEmail Alerts

Business Communication Print Page


  • Advertising: Topic Page
    Any of various methods used by a company to increase the sales of its products or services or to promote a brand name. Advertising is also used by organizations and individuals to communicate an idea or image, to recruit staff, to publicize an event, or to locate an item or commodity.
  • Marketing: Topic Page
    In economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one.
  • Operations management
    From Business: The Ultimate Resource
    The maintenance, control, and improvement of organizational activities that are required to produce goods or services for consumers.
  • Public Relations: Topic Page
    Activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most favorable light.
  • Stakeholders
    From Palgrave Macmillan Dictionary of Political Thought
    A neologism, denoting any person or group that has a vital interest (a ‘stake’) in the success or conduct of an enterprise. In discussing business enterprises the stakeholder is usually contrasted with the shareholder.


  • Brand equity
    From The New Penguin Business Dictionary
    The value of a brand. One view of brand equity is to see it largely as a financial valuation (‘financial-based brand equity’). An important reason for taking this view has been the move to list brands on company balance sheets (along with other intangible assets), or to agree a value when brands are being bought, sold or licensed.
  • Branding
    From Key Concepts in Marketing
    The concept of applying a brand to prove ownership of goods goes back thousands of years, but its use in marketing is more recent. The original aim of applying a brand name to a product was to offer the consumers a guarantee of quality, in effect an assurance that the manufacturer was prepared to be identified as the supplier of the product.
  • Corporate identity: Topic Page
    Corporate identity is not only what an organization perceives itself to be but also what an organization says it is.
  • Corporate social responsibility: Topic Page
    Many of the world’s largest businesses rival nationstates, religions, and even nature itself as agents of change. Multinational corporations have become the primary force shaping human material well-being.
  • Trade press
    From Key Concepts in Public Relations
    The term trade press refers to specialist business and professional publications, normally published weekly or monthly. Many are subscription only, though some of the more popular titles are available in newsagents. Examples include Accountancy Age, PR Week, Utility Week, Estates Gazette and many thousands of others.

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