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Unternehmenspolitik, Identitt und Kommunikation
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Im Krftefeld von Unternehmenszielen, Identitt und Reputation besitzt die Unternehmenskommunikation Hebelwirkung. Die Autoren zeigen auf, wie identittsorientierte Kommunikation funktioniert. Sie integrieren verschiedene Modelle aus den Disziplinen Marketing, Branding, Corporate Identity und Unternehmensfhrung. Ihr konkretes Modell ermglicht es, die komplexen Aufgaben der strategischen Kommunikation vereinfacht zu beschreiben und ganzheitlich zu lsen. Verschiedene Unternehmensbeispiele aus Deutschland, sterreich und der Schweiz illustrieren, wie Organisationen ihre Kommunikation auf die unternehmerischen Werttreiber ausrichten.
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