Schmidt, Christopher M. (Ed.): Optimierte Zielgruppenansprache. Werbende Kommunikation im Spannungsfeld von Kulturen und Stakeholder-Interessen.

This volume presents the results of an international research project titled “Shaping Identities in European Annual Reports” for which universities from Germany, Denmark, the Netherlands and Finland engaged in joint collaboration. The contributions show how the issue of unique positioning can be systemically captured and profitably put into practice from both a corporate strategic point of view and a national perspective. Alongside extensive comparative cultural research about trends and developments in today’s European environment, implications are also drawn out in terms of applying the results in the now broad-based extra-corporate domain of investor relations communication. Thus the individual studies go far beyond the scope and explanatory power of traditional contributions in anthologies, offering insights for IR communication in a practical international setting. 

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