Reengineering Corporate Communication A Marketer's Perspective Offering New Conc - Uwe Seebacher

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.