Reengineering corporate communication a marketer's perspective offering new concepts, processes, tools, and templates / [electronic resource] :

• 作者： Seebacher, Uwe G.
• 其他作者：
  • SpringerLink (Online service)
• 其他題名：
  • Future of business and finance.
• 出版： Cham : Springer International Publishing :Imprint: Springer
• 叢書名： Future of business and finance,
• 主題： Communication in management. , Business communication. , Corporate Communication. , Digital Marketing. , Marketing. , Consumer Behavior.
• ISBN： 9783031038389 (electronic bk.) 、 9783031038372 (paper)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: 1. Why a marketing perspective on corporate communication? -- 2. From corporate communication to corporate interaction -- 3. A critical discourse on today's corporate communication -- 4. What the brave new world of corporate communication looks like -- 5. How to reengineer corporate communication! -- 6. The corporate communication self-assessment (CCSA) -- 7. The ComTechStack for predictive A2A corporate interaction -- 8. The new competencies for predictive A2A corporate interaction -- 9. Has everything been said?.
• More
• 摘要註: This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A "CC self-test" at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. "Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications - remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly
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