This fascinating study of commercial rumors--those directed at products, producers, corporations, or retailers--presents case studies illustrating the types and impacts of rumors that can seriously affect a company's image and finances. The volume identifies factors that generate rumors and lead to their communication, with specific discussion of oral communication networks. The special roles of television, call-in radio shows, and media personalities are discussed, as is that very special marketplace--the stock market. This study also provides insights and guidelines for preventing and handling commercial rumors.

Book Information
ISBN 9780865691179
Author Fredrick Koenig
Format Hardback
Page Count 192
Imprint Praeger Publishers Inc
Publisher ABC-CLIO