LEADER 05414nam 22006855 450 001 9910585971603321 005 20251202161928.0 010 $a9783031038389$b(electronic bk.) 010 $z9783031038372 024 7 $a10.1007/978-3-031-03838-9 035 $a(MiAaPQ)EBC7054657 035 $a(Au-PeEL)EBL7054657 035 $a(CKB)24294147500041 035 $a(PPN)263900495 035 $a(BIP)85224449 035 $a(BIP)83586675 035 $a(DE-He213)978-3-031-03838-9 035 $a(EXLCZ)9924294147500041 100 $a20220728d2022 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aReengineering Corporate Communication $eA Marketer?s Perspective Offering New Concepts, Processes, Tools, and Templates /$fby Uwe Seebacher 205 $a1st ed. 2022. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2022. 215 $a1 online resource (274 pages) 225 1 $aFuture of Business and Finance,$x2662-2475 311 08$aPrint version: Seebacher, Uwe Reengineering Corporate Communication Cham : Springer International Publishing AG,c2022 9783031038372 327 $a1. 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?. 330 $aThis 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 21stCentury. 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. 410 0$aFuture of Business and Finance,$x2662-2475 606 $aCommunication in organizations 606 $aTelemarketing 606 $aInternet marketing 606 $aMarketing 606 $aConsumer behavior 606 $aCorporate Communication 606 $aDigital Marketing 606 $aMarketing 606 $aConsumer Behavior 615 0$aCommunication in organizations. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aMarketing. 615 0$aConsumer behavior. 615 14$aCorporate Communication. 615 24$aDigital Marketing. 615 24$aMarketing. 615 24$aConsumer Behavior. 676 $a658.45 676 $a658.45 700 $aSeebacher$b Uwe$01252661 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910585971603321 996 $aReengineering Corporate Communication$92904287 997 $aUNINA