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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Holtzhausen, D., Zerfass, A. (2013). Strategic Communication – Pillars and Perspectives of an Alternative Paradigm. In: Zerfaß, A., Rademacher, L., Wehmeier, S. (eds) Organisationskommunikation und Public Relations. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18961-1_4
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