Integrierte Kommunikation in den deutschsprachigen Ländern

The book "Integrated Communication in German-speaking Countries" by Manfred Bruhn offers a comprehensive empirical study on integrated communication in Germany, Austria, and Switzerland. It analyzes the coordination of communication measures and the use of synergy effects to enhance the efficiency of corporate communication. With the participation of 430 companies, it provides a detailed insight into the current state of integrated communication in the three countries. The author examines the significance of integrated communication from the practitioners' perspective and investigates the motivations and objectives for coordinated communication. The analysis covers the phases of planning, conception, implementation, and control, identifying both strengths and weaknesses. Finally, a cross-country comparison of the implementation of integrated communication is presented, offering valuable insights for future communication efforts in companies.