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Intranet als Kommunikationsinstrument im internen Marketing

Intranet als Kommunikationsinstrument im internen Marketing

          
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About the Book

Inhaltsangabe: Zusammenfassung: Unter der Zielsetzung, die Einsatzmöglichkeiten eines Intranet als Kommunikationsinstrument im internen Marketing zu prüfen, wird zunächst, das Verständnis des internen Marketing, das dieser Arbeit zugrunde liegt, herausgestellt und die Bedeutung der internen Kommunikation als instrumenteller Bereich des internen Marketing betrachtet. Weiterhin werden die klassischen Instrumente und Arten der internen Kommunikation im internen Marketing mit den Möglichkeiten eines Intranet als Kommunikationsinstrument verglichen. Dabei werden die Besonderheiten des Intranet herausgestellt und geprüft, ob mögliche Defizite der klassischen Medien durch den Einsatz des Intranet kompensiert werden können. In einem weiteren Schritt wird der mögliche Beitrag der Kommunikation und Information über Intranet zur Erreichung ausgewählter kommunikativer Ziele des internen Marketing geprüft. Hierbei kommt der entwickelten Gliederung der Kommunikation via Intranet in Informationsaustausch und Informationsbereitstellung besondere Bedeutung zu. Letztlich werden die Voraussetzungen und die Rahmenbedingungen der Implementierung eines Intranet als Kommunikationsinstrument in Unternehmen ansatzweise dargestellt, wobei die technischen Voraussetzungen zur Realisierung eines Intranet im Rahmen dieser Arbeit nicht behandelt werden. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 1.1Rahmenbedingungen für internes Marketing und Intranet1 1.2Ziele, Aufgaben und Vorgehen2 2.Konzeptionelle und theoretische Grundlagen des internen Marketing2 2.1Der Ansatz des internen Marketing3 2.1.1Definition des internen Marketing4 2.1.2Instrumente des internen Marketing5 2.1.3Ziele des internen Marketing7 2.2Interne Kommunikation als instrumenteller Bereich des internen Marketing8 2.2.1Definition der internen Kommunikation9 2.2.2Arten und klassische Medien der internen Kommunikation9 2.2.3Ziele der internen Kommunikation10 3.Besonderheiten und Chancen eines Intranet als


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Product Details
  • ISBN-13: 9783838659572
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838659570
  • Publisher Date: 21 Oct 2002
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 118 gr


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