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Entwicklungsstand der Integrierten Kommunikation in Unternehmen – Forschungsstand, empirische Befunde, Bewertungsansatz

Bruhn, Manfred and Stumpf, Marcus . (2011) Entwicklungsstand der Integrierten Kommunikation in Unternehmen – Forschungsstand, empirische Befunde, Bewertungsansatz. Marketing – Zeitschrift für Forschung und Praxis, 50 (3). pp. 141-156.

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Official URL: http://edoc.unibas.ch/46670/

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Abstract

The communication markets have undergone a dynamic development over the past two decades. A growing differentiation among instruments of communication used in companies makes the necessity of Integrated Communication (IC) increasingly recognisable. However, in science and daily procedures, there is admittedly a deficit in outcome monitoring of communication. This is where the article joins in, not only by aligning itself to impact monitoring. Moreover, the calculation of the level of integration is a measure of the “Developmental Status of Integrated Communication”. Besides researching the success factors, the cause-effect-relationships are identified, too. The EFQM (European Foundation for Quality Management)-Model serves as a sort of “guiding principle” and fundamental idea for further procedures. The success factors for Integrated Communication are determined and combined in a “Model for Communication Excellence by Integrated Communication” based on 72 interviews. This model can be referred to for self assessment of communication in companies, thereby exemplifying the practical part of this report.
Faculties and Departments:06 Faculty of Business and Economics > Departement Wirtschaftswissenschaften > Professuren Wirtschaftswissenschaften > Marketing und Unternehmensführung (Bruhn)
UniBasel Contributors:Bruhn, Manfred
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Verlag C.H.Beck
ISSN:0344-1369
Note:Publication type according to Uni Basel Research Database: Journal article
Identification Number:
Last Modified:03 Jul 2018 14:45
Deposited On:10 May 2017 06:09

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