Unternehmen vor öffentlichen Auseinandersetzungen: Öffentlichkeitsarbeit als Erfolgsfaktor in der B2B-Kommunikation

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Authors

Companies offering complex products in business-to-business markets increasingly have to include the social environment of their potential customers into their communication concept. Using an empirical example in the one of public transportation systems, it is illustrated how different publics and target groups can be systematically identified, analysed, and adequately addressed. The study clearly indicates that strategic public relations play an fundamental role for the success of companies.
Original languageGerman
JournalMarketing ZFP - Journal of Research and Management
Volume26
Issue number4
Pages (from-to)331-344
Number of pages14
ISSN0344-1369
DOIs
Publication statusPublished - 2004

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