Bedeutung von Marken -- Grundlagen der Markentheorie und Markenmodelle -- Markenwirkung -- Konsumverhalten im digitalen Zeitalter -- Markenstrategien und Markenpositionierung -- Instrumente der Markenführung -- Markenevaluation -- Zukunftsperspektive.

Purpose: The purpose of this paper is to investigate to what extend an automated, algorithm-based analysis of online conversations of stakeholders in social media and other Internet media can be used for reputation management. Design/methodology/approach: Examination of the reputation of the...

Omnichannel-Konzepte verändern den Handel und bieten Unternehmen große Chancen: Sie ermöglichen es, den Kundenanforderungen gerecht zu werden, vor allem auch neue Zielgruppen zu erschließen und somit für entsprechendes Wachstum zu sorgen. Auf diese Weise wird der Fortbestand des...

The English version of this paper can be found at http://ssrn.com/abstract=1371672 Since private enterprises in China are heading for global competition, the importance of corporate communications is constantly increasing. Traditionally, Chinese companies, especially state-owned enterprises,...

Note: This is the English translation of the article. The original article can be found in Chinese at http://ssrn.com/abstract=1022300 Since private enterprises in China are heading for global competition, the importance of corporate communications is constantly increasing. Traditionally,...

Whilst the importance of communication in successful corporate management, especially change processes, is constantly growing, the relationship between general managers and PR professionals remains largely unexplored. This article presents selected findings from an empirical study into the...

As PR increasingly becomes part of general management, it is ever more important that PR professionals are well trained as leaders. But just how qualified are these professionals to lead organizations? Based in part on the authors' own research, this article analyses the current situation...

If communication professionals in companies, agencies and institutions wish to establish their contributions to company success in terms of value-added quantification, they require concrete knowledge and information in this respect. Today, communication professionals are facing more and more new...