Integrierte Kommunikation in der Praxis

Many companies have recognized the necessity of integrated communication and rely on this successful concept in a variety of ways. The authors take stock of integrated communication in practice. It is based on an empirical study of companies in the German-speaking world based on a written survey. In the process, central problems, opportunities, barriers and future prospects are identified. The development over the last years is also taken into account. The focus is on the planning, implementation and control of integrated communication. As a central new topic area, the position of social media in the context of integrated communication is examined.