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...

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

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...

This chapter discusses the relevance of business knowledge and management education for the success of communication managers. Invitations into senior management circles or an enhanced cross-department employability are, amongst other factors, valued as indicators of success. From a sample of...

One of the most important challenges of our society is to cope with the transition of our society into a more and more digital one. Thus, the political and governmental system has to face and adapt to those transitions as well. This chapter focuses on the social media communication of the...