Kommunikationspolitik

Prof. Dr. Dr. h. c. mult. Manfred Bruhn teaches business administration, particularly marketing and corporate management, at the University of Basel and the Technical University of Munich. The book provides an overview of the fundamentals of effective communication for businesses. It explains the structured process of communication policy through a systematic planning process, highlighting the specifics of individual instruments. The focus is on the following aspects: conceptual and theoretical foundations of communication, decision-making criteria and planning processes of communication policy, integrated communication as a strategic communication concept, planning of various communication instruments, as well as developments and future perspectives of communication policy. In the new edition, students will find the current state of the art in communication policy, while practitioners will encounter the key challenges of communication work, offering insights for optimization and successful realignment. Current developments in online communication are taken into account and consistently integrated into the planning phases of communication policy.