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Integrierte Kommunikation in Der PRAXIS: Entwicklungsstand in Deutschsprachigen Unternehmen
Paperback
Series: Basler Schriften Zum Marketing, Book 32
ISBN13: 9783658054632
Publisher: Springer Gabler
Published: Apr 1 2014
Pages: 160
Weight: 0.54
Height: 0.42 Width: 5.83 Depth: 8.27
Language: German
Viele Unternehmen haben die Notwendigkeit der Integrierten Kommunikation erkannt und setzen in vielfältiger Form auf dieses Erfolgskonzept. Die Autoren nehmen eine Bestandsaufnahme der Integrierten Kommunikation in der Praxis vor. Grundlage ist eine empirische Untersuchung von Unternehmen im deutschsprachigen Raum auf Basis einer schriftlichen Befragung. Dabei werden zentrale Problemstellungen, Chancen, Barrieren und Zukunftsaussichten aufgezeigt. Auch die Entwicklung über die letzten Jahre findet Berücksichtigung. Im Zentrum stehen die Planung, Umsetzung und Kontrolle der Integrierten Kommunikation. Als zentrales neues Themenfeld wird die Stellung von Social Media im Rahmen der Integrierten Kommunikation untersucht.
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