Wertschöpfung durch Kommunikation

In times when material values are often simply copied, corporate communication helps to strengthen image and products. However, as important and accepted as this realization is, success control in corporate communication, which is increasingly demanded by companies, receives very little attention. To this day, there is no solution approach for corporate communication controlling that is widely adapted in practice and thus defined as a standard. Instead, there exists a range of scientific approaches based on different tools. The fact that none of them has prevailed so far is due to various fundamental problems. Identifying the main reasons for the lack of an accepted method for communication controlling is the focus of this book, along with an analysis of their strengths and weaknesses.