Communication Management Decisions

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics

Chapter Chapter 7 in Principles of Marketing, 2025, pp 181-223 from Springer

Abstract: Abstract In this chapter, you will learn about the objectives that are at the forefront of communication management and the different instruments used to achieve communication goals. You deal with a systematic planning process of communication, follow different methods of communication planning, recognize the characteristics in the use of different communication instruments and become familiar with the necessity and starting points of an Integrated Communication Management. A particular concern of this chapter is to understand communication not only as a creative task, but also as a result of systematic and strategic communication management.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45834-8_7

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DOI: 10.1007/978-3-658-45834-8_7

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