The corporate communication system of managing

This paper explores the integration of corporate and marketing communication in tomorrow’s company, and discusses a model of the corporate communication system of managing. It defines the need for a total stakeholder perspective and to integrate communication activities around constituent‐constituent relationships. Marketing is described as a special case of human communication, in which all elements of the marketing mix are seen as communicative in action. The paper agrees with the Tomorrow’s Company study that inclusion is a necessity, and argues that new management involves a form of economic democracy, which in turn creates a need for new forms of corporate governance, monitoring, and management. This will require managers to re‐evaluate the appropriateness of their thinking. The corporate communication model of systemic managing is forwarded for this purpose