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Business communication practices that are changing overtime, are significant for success of any business. Relying importantly on interpersonal communications and technology, the changing modern trends in business communications focus on the importance of human communication relationships for business communication links, communication skills and development and training programs. While the mass low-end markets, the bottom of the Pyramid, and rural markets are getting the center spread for business realities, globalization with its challenges and outsourcing is changing the business communication scenarios. In 2000 decades, the business management scholars, teachers and trainers, researchers, practitioners, professionals, and educators look forward to changing business communication scenarios for core competencies in business. The present book is a timely publication, aiming at presenting the ongoing paradigm shift in business communication practices in cohesive and understandable pattern. It gives the readers insights about communication realities in the business world. It introduces the readers to business communication typology, contexts and patterns. Highlighting the inflow and outflow of information and sharing with the external and internal links of the business organization, the book discusses the dynamics of business communications in the context of performance and productivity. Besides, Marketing from its various approaches, and Innovations of products and services are also discussed in detail. Apart from these, the role of Advertisement, Public Relations tactics, communication technologies and skills, varied business models and many other related concepts have been analytically dealt with. The present book is offered to the students, researchers, professionals and practitioners with the hope that it will provide not only accessible but exciting study material. About the Author Uma Narula is Ph.D. in Communication from the University of Massachusetts, Amherst, USA. At present she is Director/ Communication Consultant (Research & Training) with Communication Networks (CNET), New Delhi, India. She regularly conducts social and development research on national and international issues and provides communication training to corporate and academic groups. She has published ten books of which she has co-authored three books: Development as Communication (1986); Culture, Politics and Research Programs (1990); New Communication Technologies in Developing Countries (1990). The other seven books exclusively authored by her include: Mass Communication: Theory and Practice (1994); Development Communication: Theory and Practice (1994, revised 1999); Mass Communication Technologies: New Perspectives (2001); Communication Perspectives: Cultural Diffusion, Dynamic and Challenges (2001); Yearnings (Fiction - 2003); Indian Women Across Generations (2005) and Handbook of Communication Models, Perspective and Strategies (2006). She has a number of research publications and articles to her credit. She has been associated with a number of national and international research projects, teaching, and training since 1958. Table of Contents 1.Introduction—Business Defined; Business communication: A framework; Types of Communication; Business communication components; Business Communication Models; Business Model; Summary 2. Corporate Communications; Corporate Communications: Internal Link; Employees Interaction; Management Interaction; Building the Capability; Surfacing the Business Reality; Communication about Business Strategy; Internal Communication Facilitators; Characteristics of the Corporate Communicator; Appraisals: Tools for Talent Planning; Summary 3. Corporate Communications: External Communication Links; External Communication Links: Information flow; External Business Communications Links; Customer – Supply chain relationships; Supply Chain; Business Competitors; Consumer; Low Income Segment Markets: The Mass Markets; Rural Markets: Rural Consumption; Low-income Segment; Business Communication: National and International Governments; Relationship with International Governments; Business Perspective and Social Responsibility; National and International Media: Business Practices; Summary 4. Business Communication Practices; Marketing; Marketing Strategies; Market Analysis; Market Research; Marketing a Brand – Building Brand Value Targeting Segmented Markets; Building Brand through iGen consumers; Market Campaigns; Sales of Product and Services; Effective communication: Sales talent; Innovation and Product Life Cycle; Models for Innovations; Dilemmas of Innovations; Dynamics of Innovations; Summary 5.Advertising in Business; Business Advertising; Dimensions of advertising; Advertising need; Advertising channels; Advertising content; Media and Advertising; Advertising Agencies and Media Planning; Advertising Agencies in India; Types of Advertising; On-line Advertising; Kind of Advertising; Variations in Advertising; Advertisement for Seniors; Negative Ad Tactics; People Marketing; Marketing (Advertising) the Films; Advertising in the Emerging Markets; BPO as marketing channels and advertising; Advertising Models; Information processing model; Salient advertising researches; Summary; 6. Public Relations; Corporate Public Relations: Business, Products and Services; Functions, Strategies, Focus, Channels; Public Relations and Media; Public Relation and Government; Public Relation Strategy: Self-Promotion in Corporate; Public Relation Agencies; Public Relation Activities; Summary; 7. Communication Skills; Effective Communication; Interpersonal Communications; Getting your Message Across in Business; Planning Business Messages; Communication in Organization; Developing Communication Skills; General Communication Skills; Practical Techniques; Technology Oriented Skills; Training and Development; Workshops: five focuses; Micro-inequities Training; Summary; 8. Communicating Through Technology; Technology and Business Computer-vision Technology; ICTs, E-commerce; Auto-ID technologies in Business; Bar Code; Symbologies; Applications of Bar-code; RFID technology; RFID system; Challenges of RFID; Applications of RFID; Summary; 9. Concluding Observations : Changing Business Practices; Globalization Trends: Changing Business Practices; Globalism; Glocalization; Outsourcing; Emerging Markets; India; China; References; Appendix; Subject Index