This book discusses the concepts and techniques of diagnosing, analysing and applying innovative elements of corporate communications, which pave foundations to visualise the linkages of systems, organisations, industries and markets with various forms of communication that are instrumental in critical product/service representations, strategic governance, performative branding and marketing applications. It elaborates the unconventional techniques for analysing advertisements through the Technique of Paradox, branding strategies from visual arts through the Symbolic Technique and non-quantitative matrix for diagnosing problems and deciphering business trends through the Technique of Dialectic. It covers a wide spectrum of the domain previously not envisioned in the field of corporate communications.
- Extensive case studies from diverse fields of administration, management and business
- Introductions from actual market players for each contribution
- Learning Objectives, Contributions and detailed Discussion Questions in each chapter
- Tables, Graphs, Figures, etc. for techniques introduced in the chapters
- Extensive coverage of
- non-managerial disciplines like Anthropology, Sociology, Art History and
- Derived applications in managerial discourses like HRM, Banking, Branding, Strategy, Advertising, Organisation Behaviour, etc.
- Introduction of new formats of non-quantitative data analytics in corporate communications
Section A: Technique of Paradox
1 From Beers to Cold Drinks: Technique of Paradox
Section B: Technique of Dialectic
2 Return of the Spectres: Technique of Dialectic
Section C: Technique of Symbolic
3 Tom Cruise says, “You complete me”: The Technique of Symbolic
Pragyan Rath
Pragyan Rath (Ph.D.) is an Associate Professor with the Business Ethics and Communication group of the Indian Institute of Management Calcutta (IIMC). She did her Masters-in-Philosophy (MPHil) on the relation between poetry and paintings in the Critical Humanities Department of the Central Institute of English and Foreign Languages, Hyderabad (CIEFL). She has done her doctoral thesis on visual and verbal representations from the Humanities & Social Sciences department at the Indian Institute of Technology Bombay (IITB).
K. Shalini
K. Shalini is currently a Research Assistant at the Indian Institute of Management Calcutta (IIMC). She had been a Teaching Assistant with the Business Ethics and Communication group at IIMC. She did her MBA from National Institute of Technology, Durgapur (NIT-D), with specialisation in Human Resource and Organisation Behaviour. She has been a part of eclectic research efforts with diverse business administration domains. One of these efforts has been successfully translated into a paper titled 'Study of Present and Potential Market Standing of XTRA Premium of Indian Oil Corporation Ltd.' appearing in Explore in 2012.
Debankita Ray
Debankita Ray is currently working with Accenture India as an Instructional Design Analyst. She was associated with the Indian Institute of Management Calcutta from 2014 to 2016 as a Teaching Assistant with the Business Ethics and Communication group. She did her post-graduation in Mass Communication from University of Kalyani, with specialisation in Journalism.
