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Strategische Kommunikation und Stakeholdermanagement: Struktur, Implementierung, Erfolgsfaktoren

Oestreicher, Klaus (2010) Strategische Kommunikation und Stakeholdermanagement: Struktur, Implementierung, Erfolgsfaktoren. Publicis Pro, Erlangen. ISBN 978-3-89578-358-6

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Abstract

Strategic communication is a relatively new discipline gaining increasingly importance in academia and practice. Strategic communication is the coordinated and structured orientation of organisational communication for the achievement of a unitary perception in markets and society. This way the need is acknowledged that communication comprises more than an organisation's publications by words, pictures or symbols requiring a strategic alignment of the marketing and communication/PR functions. This leads to a new conceptual organisation of the marketing and communication/PR function under the umbrella of a superior strategic communication function, which is strategically oriented to improve organisational performance and its value creation. The book explains the design, implementation and structure of strategic communication for a market environment, which goes far beyond market orientation. Stakeholder management and public perception are also essential parts of the process. Strategic communication is a future-oriented approach for the value-oriented management of organisations.

Item Type: Book
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Uncontrolled Keywords: communication, marketing, strategic communication, stakeholder, management, strategy
Subjects: H Social Sciences > HB Economic Theory
Divisions: Academic Departments > Worcester Business School
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Depositing User: Klaus Oestreicher
Date Deposited: 27 Apr 2011 11:07
Last Modified: 28 Apr 2011 05:00
URI: https://eprints.worc.ac.uk/id/eprint/1310

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