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Von der Unternehmenskommunikation zur Unternehmensinteraktion

In: Unternehmenskommunikation neu gestalten

Author

Listed:
  • Uwe Seebacher

    (FH Wien der WKW)

Abstract

Zusammenfassung Dieses Kapitel widmet sich den zentralen Aspekten der Unternehmenskommunikation, welche in der aktuellen Literatur diskutiert werden. Es werden die verschiedenen Trends und Denkschulen kritisch untersucht, um relevante Ansatzpunkte für eine effektive Neuausrichtung und Neugestaltung der Unternehmenskommunikation zu identifizieren. Vor diesem Hintergrund werden völlig neue Begriffe und Konzepte in den Diskurs erstmals eingeführt, wie u. a. die Communication Journey, Communication Personas bis hin zu segmentbasierter Interaktion oder Predictive Communication Intelligence. Dabei werden Eckpfeiler definiert und Rahmenbedingungen für ein erfolgreiches Reengineering der Unternehmenskommunikation festgelegt, die mit innovativen Begriffen beschrieben werden.

Suggested Citation

  • Uwe Seebacher, 2024. "Von der Unternehmenskommunikation zur Unternehmensinteraktion," Springer Books, in: Unternehmenskommunikation neu gestalten, chapter 0, pages 17-41, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-37701-3_2
    DOI: 10.1007/978-3-031-37701-3_2
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