Integrated communication

In this book, the authors explain a new approach of communication, based on the communication needs of an organization. The attention is not always focused on products and services of the organization. That would be too much focus on the sender perspective. We must look into the needs and point of view of the receivers also, to be able to improve interaction between sender and receiver. Therefore we go into the processing of information by the receiver. We discuss concepts such as motivation, learning, image formation and networks. The importance of communication research is being explained.