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Reputationsmanagement und Integrierte Unternehmenskommunikation: Eine Betrachtung wissenschaftlicher Konzepte und praktischer Ansätze

Reputationsmanagement und Integrierte Unternehmenskommunikation: Eine Betrachtung wissenschaftlicher Konzepte und praktischer Ansätze

          
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About the Book

Masterarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Hochschule Hannover, Sprache: Deutsch, Abstract: Während eine der zentralen und am langfristigsten angelegten Größen im Bereich der Unternehmenskommunikation die Reputation ist, besteht gleichzeitig im wissenschaftlichen und praxisbezogenen Branchendiskurs ein besonderes Interesse an erfolgreicher Gestaltung einer integrierten Ausrichtung von Unternehmen und Kommunikation. Dies zeigt sich u.a. darin, dass sich im Zuge der Veränderungen der Kommunikation durch das Social Web Presse- und Corporate Communications Abteilungen in einer "360°-Ausrichtung" aufstellen, die bisherige Einteilungen auflöst und sich stärker an den Bedürfnissen der Bezugsgruppen orientiert. Weiterhin rückt in diesem Zuge auch das Management von Reputation in die Mitte. Damit entsteht die Frage in welchem Verhältnis die Konzepte des Reputationsmanagements und der Integrierten Unternehmenskommunikation zueinander stehen und ob sie sich miteinander verbinden lassen. In der vorliegenden Arbeit wird entsprechend mit Referenz auf den derzeitigen Forschungsstand sowie unter Zuhilfenahme wissenschaftlicher Modelle und vorhandener Literatur zum Gegenstand gemacht, wo und in welcher Ausprägung im unternehmerischen Kontext nutzbare Zusammenhänge zwischen Reputationsmanagement und Integrierter Unternehmenskommunikation bestehen. Die bisher entwickelten Modelle und Ansätze weisen durchaus Schnittmengen auf, sind aber auch widersprüchlich und beziehen sich auf unterschiedliche Ausgangsebenen. Es existieren offenkundig definitorische Lücken, die einen allgemein akzeptierten Konsens verhindern. Die verbindenden Bezugsgrößen Vertrauen und Glaubwürdigkeit und weitere konstituierende Elemente des Reputationsbegriffs werden genauer betrachtet. Ein besonderes Augenmerk verdient in diesem Zusammenhang der Beitrag zur Wertschöpfung. Mit der vorliegenden Arbeit soll die wissenschaftliche Grundlegung des Reput


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Product Details
  • ISBN-13: 9783640990559
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3640990552
  • Publisher Date: 23 Aug 2011
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 159 gr


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