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Perspektiven der internationalen Kommunikationspolitik

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Springer Nature
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GTIN
9783824477364
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New
Product Description

Durch die Globalisierung und die zunehmende Internationalisierung der Wirtschaft gewinnt die Frage der Ausgestaltung der internationalen Kommunikationspolitik zunehmend an Bedeutung. Auf der Basis einer detaillierten Analyse der einschlgigen deutschsprachigen und anglo-amerikanischen Literatur gibt Alexander Schwarz-Musch einen berblick ber Entwicklung und State-of-the-Art der internationalen Kommunikationspolitik. Er arbeitet zentrale Kritikpunkte heraus und zeigt Mglichkeiten zur Weiterentwicklung auf. Aufbauend auf den Erkenntnissen der Forschung zur Corporate Identity und zur integrierten Kommunikation sowie unter Bercksichtigung neuerer Anstze zum Management von Markenarchitekturen wird untersucht, ob und in welchem Ausma lnderbergreifend konsistente Images positioniert werden knnen.

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