This volume looks at communicative behaviour in old and new media. In additional to the fundamental problems associated with developing communicative strategies, the authors discuss how corporations are able to communicate clearly and more effectively with their potential target groups in specific country contexts. To this end the authors address not only general issues of communication within and outside the corporation but also various forms of text-based communicative practices in the European environment. Culturally-specific aspects are thus rendered comprehensible in terms of their intercultural relevance and become available for targeted use in business communication.
Springer VS 2013. 226 pages. Softcover. ISBN 978-3-658-01236-6. € 39,99