Buch, Englisch, 210 Seiten, Format (B × H): 174 mm x 245 mm, Gewicht: 380 g
Buch, Englisch, 210 Seiten, Format (B × H): 174 mm x 245 mm, Gewicht: 380 g
ISBN: 978-3-96595-046-7
Verlag: RAM-Verlag
Abstract:
This monograph offers a comprehensive exploration of managerial and marketing communication as a strategic pillar of organizational effectiveness. Its aim is to synthesize classical theories and contemporary practices—ranging from the fundamentals of the communication process and channels, through interpersonal and electronic media, to specialized forms such as assertiveness training, customer-relationship negotiation, marketing-mix messaging, and crisis-communication strategies. Methodologically, the work combines conceptual model analysis with numerous real-world examples and practical tools (e.g. communication audits, 360° feedback, lobbying and coaching techniques), illustrating how managers can apply each framework to enhance internal coordination, stakeholder engagement, and competitive advantage. Major findings underscore the critical role of feedback loops, media richness matching, and cultural sensitivity in achieving transparent, persuasive dialogue; they also highlight emerging digital channels (e-mail, webinars, AI-assisted platforms) and their impact on speed, accuracy, and employee empowerment. By aligning communication competencies—verbal, nonverbal, written—with organizational goals, the monograph demonstrates how robust communication systems foster trust, innovation, and resilience, thereby directly supporting firms’ competitiveness in dynamic markets. Its integrated approach makes it especially compatible with scholarly and practitioner audiences focused on building sustainable competitive advantage through strategic human and marketing communication.
Keywords:
ManagerialCommunication, Marketing Communication, Communi-cation Channels, Organizational Competitiveness, Employee Deve-lopment
