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Der Wertschpfungsbeitrag von Corporate Publishing

Der Wertschpfungsbeitrag von Corporate Publishing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658022402
Condition
New
Product Description

Florian Haumer zeigt, dass die klassischen Methoden der kommunikationswissenschaftlichen Wirkungsforschung in der Lage sind, betriebswirtschaftlich relevante Effekte einzelner Instrumente der Unternehmenskommunikation nachzuweisen. Konkret wird in dieser Publikation deutlich, dass Corporate Publishing auf vielfltige Art und Weise die Determinanten der Kundenloyalitt beeinflusst und damit direkt zum betriebswirtschaftlichen Erfolg von Unternehmen beitrgt. ber die Anbindung an gngige Methoden zur Bestimmung von Markenwerten knnen diese Effekte sogar monetr ausgedrckt werden.

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