國立虎尾科技大學 |

Reengineering Corporate Communication = A Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Reengineering Corporate Communication/ by Uwe Seebacher.
其他題名:	A Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates /
作者:	Seebacher, Uwe.
面頁冊數:	XXIII, 257 p. 71 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Consumer Behavior . -
電子資源:	https://doi.org/10.1007/978-3-031-03838-9
ISBN:	9783031038389

Reengineering Corporate Communication = A Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates /
Seebacher, Uwe.

Reengineering Corporate CommunicationA Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates /[electronic resource] :by Uwe Seebacher. - 1st ed. 2022. - XXIII, 257 p. 71 illus.online resource. - Future of Business and Finance,2662-2475. - Future of Business and Finance,.

1. Why a marketing perspective on corporate communication? -- 2. From corporate communication to corporate interaction -- 3. A critical discourse on today´s corporate communication -- 4. What the brave new world of corporate communication looks like -- 5. How to reengineer corporate communication! -- 6. The corporate communication self-assessment (CCSA) -- 7. The ComTechStack for predictive A2A corporate interaction -- 8. The new competencies for predictive A2A corporate interaction -- 9. Has everything been said?.

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. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM.

ISBN: 9783031038389

Standard No.: 10.1007/978-3-031-03838-9doiSubjects--Topical Terms:

1366118
Consumer Behavior .

LC Class. No.: HD30.3-.36

Dewey Class. No.: 658.45

Reengineering Corporate Communication = A Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates /
LDR:04640nam a22003975i 4500 001 1089067
003 DE-He213
005 20220728134537.0
007 cr nn 008mamaa
008 221228s2022 sz | s |||| 0|eng d
020 $a 9783031038389 $9 978-3-031-03838-9
024 7 $a 10.1007/978-3-031-03838-9 $2 doi
035 $a 978-3-031-03838-9
050 4 $a HD30.3-.36
072 7 $a KJP $2 bicssc
072 7 $a BUS052000 $2 bisacsh
072 7 $a KJP $2 thema
082 0 4 $a 658.45 $2 23
100 1 $a Seebacher, Uwe. $e author. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1349271
245 1 0 $a Reengineering Corporate Communication $h [electronic resource] : $b A Marketer’s Perspective Offering New Concepts, Processes, Tools, and Templates / $c by Uwe Seebacher.
250 $a 1st ed. 2022.
264 1 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2022.
300 $a XXIII, 257 p. 71 illus. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
490 1 $a Future of Business and Finance, $x 2662-2475
505 0 $a 1. Why a marketing perspective on corporate communication? -- 2. From corporate communication to corporate interaction -- 3. A critical discourse on today´s corporate communication -- 4. What the brave new world of corporate communication looks like -- 5. How to reengineer corporate communication! -- 6. The corporate communication self-assessment (CCSA) -- 7. The ComTechStack for predictive A2A corporate interaction -- 8. The new competencies for predictive A2A corporate interaction -- 9. Has everything been said?.
520 $a 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. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM.
650 2 4 $a Consumer Behavior . $3 1366118
650 2 4 $a Digital Marketing. $3 1366892
650 1 4 $a Corporate Communication. $3 1387654
650 0 $a Consumer behavior. $3 560272
650 0 $a Marketing. $3 557931
650 0 $a Internet marketing. $3 559675
650 0 $a Telemarketing. $3 657595
650 0 $a Communication in organizations. $3 558139
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783031038372
776 0 8 $i Printed edition: $z 9783031038396
830 0 $a Future of Business and Finance, $x 2662-2467 $3 1309033
856 4 0 $u https://doi.org/10.1007/978-3-031-03838-9
912 $a ZDB-2-BUM
912 $a ZDB-2-SXBM
950 $a Business and Management (SpringerNature-41169)
950 $a Business and Management (R0) (SpringerNature-43719)