Business Management for Communicators
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Business Management for Communicators
Beyond Strategic Communication
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by Lester R. Potter, ABC
No time for that MBA, but you want to communicate with senior management in their language? Here´s the shortcut. Popular speaker and strategic communication expert Les Potter gives you the essentials of business management and shows how they relate to your job as a communicator.
In his easy-to-read style, Potter uses real-life case studies, hypothetical situations and clear explanations of even the most "dry" aspects of business management to help get you up to speed with senior management.
Business Management for Communicators differs from the many "quickie-MBA" books on the mass market by showing how to apply this knowledge specifically to the day-to-day communication function.
Details: 274 pages
©2000
Table of Contents
Section 1: The Case for Business Management
1.0 Why business management?
1.1 The case for business management for communicators
1.2 Background
1.3 About this manual
Case Study: Kohlberg, Kravits and Roberts Buys RJR Nabisco
Section 2: Organizational Theory and Design
2.0 Why study organization theory and design?
2.1 What is organizational theory and design?
2.2 Organizational effectiveness
2.3 Organization design and structure
2.4 The building blocks of structure
2.5 The organizational chart
2.6 Economies of scale versus economies of scope
2.7 The shift from national markets to a global market
2.8 The function of an organization
2.9 The forms of business and their characteristics
2.10 New ways of organizing
2.11 Examples of communication
2.12 References
Section 3: Organizational and Individual Behavior
3.0 Why study organizational and individual behavior?
3.1 What is organizational and individual behavior?
3.2 The manager’s role in organizational behavior
3.3 Developing cultural awareness and sensitivity
3.4 Personality and how it relates to work
3.5 Performance
3.6 How perceptions get derailed
3.7 Examples of communication
3.8 References
Section 4: Managerial Economics
4.0 Why study managerial economics?
4.1 What is managerial economics?
4.2 Supply and demand
4.3 Production and costs
4.4 Market structure vis-ŕ-vis competition
4.5 What to watch for
4.6 Examples of communication
4.7 References
Section 5: Finance
5.0 Why study finance?
5.1 What is finance?
5.2 Finance’s three interrelated areas
5.3 How to read financial statements
5.4 How financial statements are used to make business decisions
5.5 Analyzing financial statements
5.6 Making investment decisions: The time value of money
5.7 Capital structure
5.9 Final thoughts on finance
5.9 Examples of communication
5.10 References
Section 6: Accounting Basics
6.0 Why study accounting?
6.1 What is accounting?
6.2 Types of business organization revisited
6.3 Accounting fundamentals
6.4 Depreciation
6.5 The budget process
6.6 Examples of communication
6.7 References
Section 7: Quantitative Analysis
7.0 Why study quantitative analysis?
7.1 What is quantitative analysis?
7.2 Break-even analysis
7.3 Cross-over analysis
7.4 Planning and scheduling tools
7.5 Decision trees
7.6 Examples of communication
7.7 References
Section 8: Marketing Theory and Practice
8.0 Why study marketing?
8.1 What is marketing?
8.2 The importance of marketing research
8.3 Marketing myopia
8.4 Elements of marketing strategy within an environment framework
8.5 Market segmentation
8.6 Contents of a marketing plan
8.7 The impact of e-commerce on marketing and communication
8.8 Examples of communication
8.9 References
Sectin 9: Business Law
9.0 Why study business law?
9.1 What is business law?
9.2 General principles of law that affect business
9.3 Intellectual property
9.4 Characteristics of various forms of business
9.5 Basic employment law
9.6 Basic employment discrimination provisions
9.7 Environmental law
9.8 Consumer protection and product liability
9.9 The international legal environment for business
9.10 Examples of communication
9.11 References
Sectin 10: Ethics
10.0 Why study ethics?
10.1 What is ethics?
10.2 Where the problems begin
10.3 From ethics theory to ethical practice
10.4 A practical ethical framework
10.5 Examples of communication
10.6 References
Section 11: Strategic Planning
11.0 Why study strategic planning?
11.1 What is strategic planning?
11.2 Part 1 – Needs analysis/situational audit
11.3 Part 2 – Assumptions
11.4 Part 3 – Strategic summary
11.5 Part 4 – Contingency plans
11.6 Examples of communication
11.7 References
Appendix
Resources
Glossary
Charts and Exhibits
Biography – Lester R. Potter, ABC
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