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Strategie in Kommunikationskonzepten: Eine Analyse von Modellen der Theorie und Praxis

Strategie in Kommunikationskonzepten: Eine Analyse von Modellen der Theorie und Praxis

          
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About the Book

Masterarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: Sehr gut, Fachhochschule des bfi Wien GmbH (BFI Wien), Veranstaltung: Masterlehrgang "Integrierte Kommunikation - Public Relations und Lobbying", Sprache: Deutsch, Abstract: Die vorliegende Arbeit geht von dem Befund aus, dass der Begriff der "Strategie" im allgemeinen Sprachgebrauch sowie in der Theorie der Konzeption der Kommunikation zwar allgegenwärtig ist, aber uneinheitlich und zum Teil sogar beliebig gebraucht wird. Der Gang der Untersuchung schafft zuerst Klarheit über die Inhalte und Merkmale von Strategie, ausgehend bei der Literatur zur Kriegsführung und Herrschaft (Sunzi, Machiavelli, Musashi, Clausewitz), und erörtert danach die Erweiterung des Strategiebegriffs in andere Bereiche (Betriebswirtschaft, Marketing etc.), allgemeine Charakteristika sowie spezifische Eigenheiten und behandelt die Frage der Unterscheidung zwischen "Strategie" und "Strategem". In den folgenden Kapiteln werden Theorie- und Praxis-Modelle der Konzeption von Werbung, Public Relations, Corporate Identity und Integrierter Kommunikation analysiert. Es kann gezeigt werden, dass es zumindest für die Werbung und die Public Relations ein verfestigtes Paradigma der Konzeption gibt, das jeweils ein Element "Strategie" aufweist. Aus den ermittelten Merkmalen werden Typen von Strategien entwickelt. Dabei wird festgestellt, dass ein Typus von Strategie, der alle genannten Merkmale verwirklicht, eine hohe praktische und theoretische Relevanz erreicht. Aus den formulierten einzelnen Merkmalen wird eine Matrix gebildet, die es erlaubt, Strategien zu formulieren und zu überprüfen. Ausgezeichnet mit dem österreichischen Wissenschaftspreis für Public Relations 2008.


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Product Details
  • ISBN-13: 9783656748304
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Analyse von Modellen der Theorie und Praxis
  • Width: 148 mm
  • ISBN-10: 3656748306
  • Publisher Date: 25 Sep 2014
  • Height: 210 mm
  • No of Pages: 136
  • Spine Width: 8 mm
  • Weight: 186 gr


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