Download e-book for kindle: Business campaigning : Strategien für turbulente Märkte, by Peter Metzinger

By Peter Metzinger

ISBN-10: 3540283811

ISBN-13: 9783540283812

ISBN-10: 3540284206

ISBN-13: 9783540284208

"Business Campaigning" ist die Weiterentwicklung einer Methodik, die von erfolgreichen Organisationen wie Greenpeace entwickelt wurde, um notfalls auch mit wenig Ressourcen viel zu erreichen. Sie ist eine dringend notwendige Ergänzung zu den klassischen Konzepten der Kommunikation, die zwar weiterhin ihre Berechtigung haben, aber in den zunehmend dynamischen und komplexen Umfelder immer häufiger an ihre Grenzen stoßen. Zudem enthält das Konzept 14 strategische "Spielregeln" deren Beachtung im Rahmen von Kommunikations-, Veränderungs-, administration- und Krisenmanagementprojekten die Erfolgswahrscheinlichkeit massiv erhöht. Die Neuauflage enthält zusätzliche Beispiele für den erfolgreichen Einsatz der Methodik sowie neue instruments, die seit Erscheinen der ersten Auflage entwickelt und gemeinsam mit Kunden getestet wurden. Darüber hinaus wurde die Beschreibung des Prozesses von der Situationsanalyse zur Strategie überarbeitet.

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Additional info for Business campaigning : Strategien für turbulente Märkte, knappe Budgets und grosse Wirkungen

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Corporate Identity allein – zumindest so, wie sie heute allgemein verstanden wird – ist allerdings noch zu statisch. Erst im richtigen Kontext kommuniziert, wird sie zum Leben erweckt. Denken Sie an das Bild, das viele Menschen von Greenpeace haben: links der Wal als Opfer, rechts der böse Walfänger (Goliath) und dazwischen im kleinen Schlauchboot der tapfere, gute „David“. Erfolg durch das Management von Schnittstellen der Unternehmensführung Business Campaigning stellt im Hinblick auf die traditionelle Unterscheidung zwischen Unternehmensführung, Unternehmensberatung und Kommunikationsdienstleistungen einen ganzheitlichen Ansatz an der Schnittstelle dieser drei Disziplinen dar.

Aus der Konzentration auf das Core Business wird beim Business Campaigning die Konzentration auf die Core Values bzw. Core Messages, dargestellt im richtigen Corporate Communications Context – im Idealfall auf den entsprechenden Kult. Business Campaigning akzeptiert keine Spielregeln a priori, sondern stellt sie immer von Neuem und kritisch in Frage. “ Traditionelle Segmentierungen sind innovationsfeindlich, starr und unbeweglich. Business Campaigning heißt ständige Bewegung, Flexibilität, Innovation, Nonkonformismus, Grenzüberschreitung und Grenzenausweitung.

Für Werbe- und Kommunikationsagenturen bedeutet Business Campaigning ein Ende der „Einwegkommunikation“, deren Effektivität und Nutzen ohnehin permanent abnehmen (Stichwort Ad Avoidance). Für Unternehmensberatungen bedeutet Business Campaigning einen intensiveren Kontakt mit den verschiedenen Anspruchsgruppen innerhalb des zu gestaltenden Veränderungsprozesses, der weiter geht als die reine Informationsbeschaffung (Befragung von Mitarbeitenden oder Auswertung von Fragebögen). Es erfordert den Einbezug der betroffenen internen Stakeholder.

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Business campaigning : Strategien für turbulente Märkte, knappe Budgets und grosse Wirkungen by Peter Metzinger


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