Business Communication Theory Book Review

Excerpt from Book Review :

Business Communication Theory

This work conducts an examination of five different books or articles on business communication theory and reports on each of these works.

Cornelissen and Business Communication Theory

The first work under review is that of Joep Cornelissen entitled "Understanding the Development nd Diffusion of Integrated Marketing Communications (IMC) A Metaphorical Perspective" reports that recently "theoretical commentaries and empirical research" regarding the conceptualization of Integrated Marketing Communications (IMC) have been concerned with "its development and specification as a theoretical construct and its diffusion among academic and practitioner populations across the globe." (2006) Cornelissen states the argument that "the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor." (2006) Specifically proposed by Cornelissen is that IMC can be understood "through three core metaphors or metaphorical projects: (1) discourse; (2) system; and (3) practice. (2006) These three metaphors are reported to "account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature." (Cornelissen, 2006)

II. Hartley and Bruckman: Business Communication Theory

The work of Hartley and Bruckman (2002) entitled "Business Communication" examine specific elements of business communication including those of: (1) interpersonal communication; (2) group communication; (3) written presentation; (4) oral presentation; and (5) the use of electronic media. This work is useful in assisting the reader comprehend important business communication principles and in applying the principles in business and corporate contexts which are varied. As well, the reader will learn to critically analyze these business communication principles and learn how to apply these principles. Finally, this work enables the reader in evaluating the role of communication in the business context that is constantly changing and evolving.

III. Kirzan, et al. And Business Communication Theory

The work of Kirzan et al. (2002) entitled "Business Communication" provides a demonstration of technology's key role in communicating messages across the globe. Kirzan et al. (2002) states of technology that it could be "considered the mouse that roared." (2002) This work not only teaches communication principles through the provision of examples but it also uses practical language that is easily understood and reviews current communication technology and the global environment diversity. Reviewed as well are legal and ethical matters that serve to enable trust and finally this work makes provision of guidelines for planning ones' career and obtaining employment in the business communications field.

IV. Harvard Business Review -- October 7, 2011

The Harvard Business Review of October 7, 2011, article entitled "Three Harvard Business School Faculty Comment on the Life and Legacy of Steve Jobs" states that Jobs was a "visionary, revolutionary, perfectionist, titan of industry" and that he had what was an "extraordinary impact on the lives of millions of people around the world, changing the nature of the computer and the way people communicate and access information and entertainment."

According to William W. George, Professor of Management Practice at Harvard Business School "Jobs was not an engineer or scientist, nor did he make use of traditional marketing techniques such as consumer focus groups. Rather, his creative genius was his ability to perceive what consumers would want before they could articulate it. Then he translated those wants into…

Sources Used in Document:


Cisco Active Network Abstraction Theory (nd) Cisco. Retrieved from:

Harvard Business Review on Communicating Effectively, Harvard Business School Press (1 April 2011);

Hartley, Peter and Bruckman, Clive G. (2002) Business communication Routledge: London and York.

Kirzan, A.C. et al. (2007) Business Communication. Routledge.

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