Neue Ideen erfolgreich durchsetzen

Claudia Mast & Ansgar Zerfass

Claudia Mast & Ansgar Zerfass
Neue Ideen erfolgreich durchsetzen [EPUB ebook]
Das Handbuch der Innovationskommunikation

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Bìa của Claudia Mast & Ansgar Zerfass: Neue Ideen erfolgreich durchsetzen (ePUB)

Neue Ideen sind der Schlüssel für die Wettbewerbsfähigkeit von Unternehmen ebenso wie für den Standort Deutschland. Doch in der Medienberichterstattung werden sie immer noch stiefmütterlich behandelt. Dabei können Innovationen ihr ökonomisches und gesellschaftliches Potenzial nur dann entfalten, wenn für ihre Akzeptanz auch geworben wird.
Was macht die Positionierung neuer Ideen, Produkte und Technologien in den Medien so schwierig? Was interessiert Journalisten und ihre Leser wirklich? Wie informiert man Mitarbeiter, Entwicklungspartner, Kunden und Meinungsführer über technische Neuerungen?
Das ‘Handbuch der Innovationskommunikation’ zeigt, warum Innovationen so schwierig darstellbar sind, welche Hürden zu überwinden sind und wie pragmatische Handlungsansätze aussehen. In zahlreichen Fallbeispielen erfahren Sie, wie Sie neue Ideen durch Marketing, PR und Interne Kommunikation erfolgreich durchsetzen können.

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Giới thiệu về tác giả

Prof. Dr. Ansgar Zerfaß ist Universitätsprofessor für Kommunikationsmanagement an der Universität Leipzig. Er ist Herausgeber des Portals communicationcontrolling.de, Executive Director der European Public Relations Education and Research Association sowie Herausgeber des International Journal of Strategic Communication.

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