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Event-Evaluationsmodell. Erfolge nachweisen, Kosten legitimieren, Qualität steigern

Event-Evaluationsmodell. Erfolge nachweisen, Kosten legitimieren, Qualität steigern

          
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About the Book

Events ermöglichen es wie keine andere Kommunikationsmaßnahme, mit geringen Streuverlusten die Einstellungen der Zielgruppen zu Marken und Unternehmen emotional unterscheidbar zu machen. Das macht sie zu einem essenziellen Tool der Unternehmenskommunikation. Gleichzeitig sind sie kostenintensiv. Die Evaluation ermöglicht es, die Wirksamkeit und Effizienz von Events offenzulegen, ihre Qualität zu steigern und somit die Ausgaben zu legitimieren. Dieses Buch führt die Event-Wirkungs- und Evaluationsforschung der Marketingwissenschaft mit der Kommunikationsevaluationsforschung der PR-Wissenschaft zusammen. Aus der Zusammenführung ist ein praxistaugliches und universell einsetzbares Event-Evaluationsmodell entstanden. Es integriert Wirkungszusammenhänge, Methoden und Kennzahlen und stellt den Verantwortlichen für Kommunikationsevaluation ein Instrument zur Verfügung, mit dem sie Events umfassend evaluieren können. Das Modell ermöglicht eine Einbindung der Evaluation in den Kommunikationsmanagementprozess und eine Anbindung an Tools wie die Communication Scorecard.
About the Author: Annekatrin Buhl, Jahrgang 1982, hat Kommunikations- und Medienwissenschaft mit Schwerpunkt PR und Öffentlichkeitsarbeit sowie Volkswirtschaftslehre und Politikwissenschaft an der Universität Leipzig und der Universität Jyväskylä, Finnland, studiert. Für ihre Abschlussarbeit "Controlling und Evaluation von Events" hat sie den Günter-Thiele-Preis für exzellente Abschlussarbeiten gewonnen und wurde für den Nachwuchsförderpreis des Bundesverbands deutscher Pressesprecher nominiert. Nach Abschluss ihres Studiums hat Buhl sechs Jahre als PR-Beraterin bei der Münchner Kommunikationsagentur wbpr gearbeitet. Sie verantwortete dabei die strategische und operative Kommunikation zahlreicher großer und mittelständischer Unternehmen und Organisationen und war Projektleiterin für Evaluation und Employer Branding. Seit 2014 arbeitet sie als Head of PR & Marketing und Pressesprecherin beim trendence Institut, dem deutschen Beratungs- und Marktforschungsunternehmen für Employer Branding und Personalmarketing. In dieser Funktion ist sie unter anderem für die Organisation der jährlich ausgerichteten trendence Employer Branding Awards verantwortlich. Sie hat an mehreren Buchprojekten zu den Themen Personalmarketing und Recruiting mitgewirkt und tritt als Referentin für Employer Branding und Evaluation auf.


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Product Details
  • ISBN-13: 9783959352963
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 3959352964
  • Publisher Date: 16 Jun 2016
  • Height: 210 mm
  • No of Pages: 200
  • Series Title: German
  • Weight: 245 gr


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