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Marketing Communication: Introduction

Integrative building block School of Commerce

Communication Theory

Communication theory is about:

- How to explain, predict and control how communication works.

- How does the Mass Media functions? 

- How do you know if your message is understood?

- Which types of media work, which do not and why not?

Herlé, M., & Rustema, C. (2012). Corporate communication worldwide. Groningen [etc.] : Noordhoff, cop. 2012.