Reengineering Corporate Communication: A Marketer's Perspective Offering New Concepts, Processes, Tools, and Templates

ISBN-13: 9783031038372 / Angielski / Twarda / 2022

Uwe Seebacher

Opis

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria.The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model.“Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.”Heidi Eusebio, Strategist and Executive Director, Edelman"Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible.  But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM 

Spis treści

1. Why a marketing perspective on corporate communication?.- 2. From corporate communication to corporate interaction.- 3. A critical discourse on today´s corporate communication.- 4. What the brave new world of corporate communication looks like.- 5. How to reengineer corporate communication!.- 6. The corporate communication self-assessment (CCSA).- 7. The ComTechStack for predictive A2A corporate interaction.- 8. The new competencies for predictive A2A corporate interaction.- 9. Has everything been said?.

O autorze

Uwe Seebacher is a method and structural scientist. He holds a doctorate in economics and business administration and is Professor for Predictive Intelligence at the University of Applied Sciences Munich (Germany) and Professor for Marketing and Communications at the University of Applied Sciences for Marketing and Communication at Vienna (Austria). He has over 30 years of experience as a business angel and investor, consultant, leader but also an entrepreneur in the media, manufacturing, and service industries. He is a popular keynote speaker and panelist.

He has authored more than 50 books (in English and German) with many leading publishing houses, such as ‘Assets-as-Service’ (Springer Gabler, 2021), ‘Data-driven Management’ (Springer Gabler, 2021), ‘Predictive Intelligence for Managers’ (Springer, 2021), ‘B2B Marketing Guidebook’ (Springer, 2021), ‘Marketing Resource Management’ (AQPS, 2021), ‘Leadership Development’ (Linde, 2006) or ‘Template-based Management’ (Springer, 2020) and ‘European Human Resource Management’ (HBM, 2009).

For his innovative concepts and initiatives, e.g., with Allianz, the European Union, the Austrian Federal Economic Chamber, Bayer Leverkusen, and BASF, he received various awards, such as the Diskobolos Innovation Award of the European Chamber of Commerce and the 2016 Export Award of the Austrian Federal Economic Chamber.