Segmenting academic audiences for effective internal communication
David M. Brown , Katie Trachtenberg
Heriot-Watt University
David M. Brown
Heriot-Watt University
David M. Brown is UK head of the department of marketing and operations and an associate professor in marketing at Edinburgh Business School at Heriot-Watt University.
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The diversity of university academics and the complexity of their roles make effective internal communication difficult. Here, David Brown and Katie Trachtenberg explore ways in which communications professionals can segment messaging to reach different audiences