Strategic Communication – Pillars and Perspectives of an Alternative Paradigm

Chapter

Zusammenfassung

Professionelle Kommunikation in und zwischen Organisationen sowie ihren Bezugsgruppen kann aus sehr unterschiedlichen theoretischen Perspektiven analysiert werden. Innerhalb der Kommunikationswissenschaft haben sich Public Relations und Organisationskommunikation als teilweise überlappende Theorieansätze mit unterschiedlichen Ausgangsfragen und Schwerpunkten etabliert. In Betriebswirtschaftlehre und Marketingforschung werden Konzepte wie Integrierte (Marketing-) Kommunikation, Reputationsmanagement und Unternehmenskommunikation diskutiert.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Oklahoma State UniversityStillwaterUSA
  2. 2.Universität LeipzigLeipzigDeutschland

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