Download Sample PDF

BUSINESS
COMMUNICATION
SUPARNA DUTTA
Associate Professor
Department of Management
Birla Institute of Technology
Mesra Ranchi (Noida Campus), Noida
Delhi-110092
2013
BUSINESS COMMUNICATION
Suparna Dutta
© 2013 by PHI Learning Private Limited, Delhi. All rights reserved. No part of this book may
be reproduced in any form, by mimeograph or any other means, without permission in
writing from the publisher.
ISBN-978-81-203-4818-9
The export rights of this book are vested solely with the publisher.
Published by Asoke K. Ghosh, PHI Learning Private Limited, Rimjhim House, 111, Patparganj
Industrial Estate, Delhi-110092 and Printed by Raj Press, New Delhi-110012.
To
Holy Mother Sarada ... who is the essence of
my family and my existence
CONTENTS
Preface
ix
Acknowledgements
xiii
Chapter 1 COMMUNICATION: An Overview
Learning Objectives 1
Communication—Definition
1
Communication is a Two-way Process
Effective Communication 16
1–62
6
Social Communication Sustains and Perpetuates Society
Communication is a Social Process Influenced by Culture
18
23
Cross-cultural Communication
35
The P-S–P-P Factor of Communication or the H—
Component of Communication
38
Social or ‘S’ Factor 54
Exercises 62
Suggested Further Reading 63
Chapter 2 EVOLUTION OF COMMUNICATION
Learning Objectives
63
Communication Models 63
Lasswell Model (1948)
66
Shannon–Weaver Model (1949)
67
Schramm’s Model (1955) 68
Katz–Lazarsfeld Model (1955) 69
Westley–Maclean’s Model (1957) 70
Berlo’s S-M-C-R Model (1960)
70
Newcomb’s Model (1953) 71
Communication and Critical Attitude
72
Physical Evolution of Communiction 77
Human Speech 77
Archaic Hominids 80
v
63–95
vi • Contents
Modern Humans 84
Out-of-Africa Hypothesis 86
Symbols
87
Cave Paintings 87
Petroglyphs 88
Pictograms 89
Ideograms
90
Pictograms and Ideograms—A Comparison
Writing
92
The Alphabets
94
Exercises 94
Suggested Further Reading 95
92
Chapter 3 BARRIERS TO COMMUNICATION
Learning Objectives
96–118
96
Barriers or Snags in Communication
Physical Barriers 111
Social Barriers
111
Psychological Barriers 114
Sender or transmitter centric
Receiver centric
115
Technology as a Barrier
117
Exercises 118
Suggested Further Reading
96
115
118
Chapter 4 TYPES OF COMMUNICATION
119–156
Learning Objectives 119
Types of Communication 119
Communication Overload
127
Oral Communication
133
Creating the Message
140
Audience Appraisal
150
Significant Components of Audience Profiling
Exercises 156
Suggested Further Reading
156
151
Chapter 5 THE FOUR BASIC SKILLS OF COMMUNICATION
Learning Objectives
157
Written Communication 157
Advantages and Limitations of Writing
Limitations of Written Communication
158
159
157–235
Contents
•
vii
Condensed Writing
160
Business Letters 163
Sales Letters
173
Handling Complaints
175
Letters of Application 176
Curriculum Vitae 178
Enquiries and Replies
180
Goodwill Letters
181
Office Correspondence 182
Art of E-mail Writing 188
Golden Principles of Business Letter Writing
196
Report Writing
200
Aural Communication—Skills in Listening
211
Speaking Skills 227
Conversation 228
Reading Skills 232
Exercises 234
Suggested Further Reading
234
Chapter 6 NON-VERBAL COMMUNICATION
Learning Objectives 236
Non-verbal Communication
236
Analyzing Non-verbal Communication
236–250
242
Kinesics
243
Para Linguistics Communication 243
Proxemics Communication
244
Chronemics
247
Possible Non-verbal Communication Problems
Role of Culture in Non-verbal Communication
Exercises 250
Suggested Further Reading
250
Chapter 7 THE THIRD DIMENSION
Learning Objectives
251–281
251
The Third Dimension 251
Business Meetings 256
Group Discussions
267
Presentations
271
PowerPoint Presentations
Exercises 281
Suggested Further Reading
248
248
276
281
viii • Contents
Chapter 8 SOCIETY AND CROSS CULTURAL
COMMUNICATION
Learning Objectives 282
Exercises 301
Suggested Further Reading
282–301
301
Word Aid
303–311
Question Bank
313–326
Index
327–333
PREFACE
The past decade and a half has been witness to the significant growth of
Business Communication as an academic discipline. From being offered as a
‘non-subject formality’ wherein the least attention and resources were spared
for the subject, the domain has today become an independent academic
discipline. This primarily has happened due to two significant reasons. First,
the interface between the industry and academics is growing fast and has
begun to involve institutions other than IITs, IIMs and many such premier
centres of higher education. This is gradually breaking the insularity that was
traditionally isolating academics from real life. In addition, open forum
statements like that of the former NASSCOM president stating that majority
of the graduates from Indian universities are unemployable as they lack the
basic life and soft skills added further fillip to the growing perception that
academics has to grow beyond the mere textbooks even for the best. Second,
new disciplines which are exciting the younger generation are by and large
professional courses that require not only first-grade academic acumen but
also a capacity to adapt to situations and connect to different people under
vast and varying conditions. This naturally entails much more than a rudimentary and a cursory exposure to communication as a noncredit subject.
Such programmes expect that, students will hone their skills to communicate
by understanding what communication is as well as develop an insight for
the challenges posed by and to it. In the process, it is assumed that we would
see the emergence of a new, highly empowered, motivated, sensitive and a
discerning group of professionals who would have an uncanny knack to
anticipate challenges and be prepared with preemptive measures. Such core
group workers are generally called the ‘communicators’.
A simultaneous progress can also be easily noticed wherein professions
and governance are progressively getting more and more interconnected with
the common people. Both policies and products now have a distinct popular
orientation where relating to common habits, perception, behaviour has
become very crucial and where it is also becoming a necessity to take such
policies and products to the individuals who are mostly commoners. Such
tendencies are best supported by a well planned, strategised, managed
and used communication models and paradigms. Here, the intricacies of
what, how, why, where and when(s) of communication has not only to be
ix
Business Communication
25%
OFF
Publisher : PHI Learning
ISBN : 978812034 8189
Author : Suparna Dutta
Type the URL : http://www.kopykitab.com/product/6766
Get this eBook