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Messung und Steuerung der Kommunikations-Effizienz
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Der zunehmende Wettbewerbsdruck in allen Branchen zwingt Unternehmen ihre Marketingbudgets nicht nur effektiv sondern auch mglichst effizient einzusetzen. Vor allem im Kommunikationscontrolling wird vermehrt eine systematische Messung und Steuerung der Kommunikations-effizienz gefordert, die transparent und nachvollziehbar ist. Jrgen Schwarz identifiziert eine vielversprechende Methode und berprft deren Anwendbarkeit zur Messung der Kommunikationseffizienz sowohl theoretisch als auch im Rahmen empirischer Studien. Der Autor liefert Erkenntnisse fr die Anwendung der Methode und leitet Handlungsempfehlungen fr das Kommunikationscontrolling sowie Implikationen fr die Messung der Kommunikationseffizienz ab.
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