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Sabine Einwiller analysiert die Ursachen der erh hten Risikowahrnehmung bei einem Kauf per Internet und zeigt die Bedeutung des Vertrauens und der Reputation f r seine Reduzierung auf.

This volume explores current research in public relations and communication management, and in particular examines how public relations can have a positive impact on the well being of its publics. One of the biggest competitive advantages in today's business world are positive and engaged publics, because satisfied participants are at the core of any successful relationship. The success of relationships with publics is mostly based on how people are valued and treated, which in turn affects their self-perceptions and level of performance. Both of these elements are correlated with life...