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Innovationsmanagement in der PR

Innovationsmanagement in der PR

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Product Details

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Springer Nature
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N/A
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GTIN
9783658189754
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New
Product Description

Anna Katharina Ruppert beantwortet die Frage, wie Kommunikationsmanager PR-Innovationen souvern steuern knnen, anhand von Experteninterviews mit Kommunikationsverantwortlichen erfolgreich kommunizierender Grounternehmen und mit erfahrenen PR-Beratern. Die Autorin zeigt mithilfe eines Modells fr das Management von PR-Innovationen und einer Inhaltsanalyse von PR-Ratgeberliteratur hilfreiche Strategien fr die Praxis auf. Den theoretischen Rahmen bildet die Diffusionstheorie, ergnzt durch managementpraktische Anstze wie Innovationsmanagement oder Issues Management.

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