The Communicating Company Towards an Alternative Theory of Corporate
Corporate communication has developed as a domain of management, embracing fields like public relations and marketing communication. Most research on the topic has concentrated on positivist approaches, leading to a limited view. The purpose of this study
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Contributions to Management Science www.springer.com/series/1505 A. Scholl Balancing and Sequencing of Assembly Lines 1999. ISBN 978-3-7908-1180-3 E. Canestrelli (Ed.) Current Topics in Quantitative Finance 1999. ISBN 978-3-7908-1231-2 W. Bühler/H. Hax/R. Schmidt (Eds.) Empirical Research on the German Capital Market 1999. ISBN 978-3-7908-1193-3 M. Bonilla/T. Casasus/R. Sala (Eds.) Financial Modelling 2000. ISBN 978-3-7908-1282-4
K. Jennewein Intellectual Property Management 2004. ISBN 978-3-7908-0280-1 M. J. Thannhuber The Intelligent Enterprise 2005. ISBN 978-3-7908-1555-9 C. Clarke Automotive Production Systems and Standardisation 2005. ISBN 978-3-7908-1578-8 M. Lütke Entrup Advanced Planning in Fresh Food Industries 2005. ISBN 978-3-7908-1592-4
S. Sulzmaier Consumer-Oriented Business Design 2001. ISBN 978-3-7908-1366-1
U. M. Löwer Interorganisational Standards 2006. ISBN 978-3-7908-1653-2
C. Zopounidis (Ed.) New Trends in Banking Management 2002. ISBN 978-3-7908-1488-0
G. Reepmeyer Risk-sharing in the Pharmaceutical Industry 2006. ISBN 978-3-7908-1667-9
U. Dorndorf Project Scheduling with Time Windows 2002. ISBN 978-3-7908-1516-0 B. Rapp/P. Jackson (Eds.) Organisation and Work Beyond 2000 2003. ISBN 978-3-7908-1528-3 M. Grossmann Entrepreneurship in Biotechnology 2003. ISBN 978-3-7908-0033-3 H. M. Arnold Technology Shocks 2003. ISBN 978-3-7908-0051-7
E. Kasper Internal Research & Development Markets 2006. ISBN 978-3-7908-1728-7 L. Coleman Why Managers and Companies Take Risks 2006. ISBN 978-3-7908-1695-2 M. A. Bader Intellectual Property Management in R&D Collaborations 2006. ISBN 978-3-7908-1702-7
T. Ihde Dynamic Alliance Auctions 2004. ISBN 978-3-7908-0098-2
David L. Cahill Costumer Loyalty in Third Party Logistics Relationships 2007. ISBN 978-3-7908-1903-8
J. Windsperger/G. Cliquet/ G. Hendrikse/M. Tuunanen (Eds.) Economics and Management of Franchising Networks 2004. ISBN 978-3-7908-0202-3
G. Cliquet/G. Hendrikse/ M. Tuunanen/J. Windsperger (Eds.) Economics and Management of Networks 2007. ISBN 978-3-7908-1757-7
Hartmut Hübner
The Communicating Company Towards an Alternative Theory of Corporate Communication
With 19 Figures and 18 Tables
Physica-Verlag A Springer Company
Series Editors Werner A. Müller Martina Bihn
Author Dr. Hartmut Hübner Eduard-Schmid-Straße 19 81541 München Germany h [email protected]
Library of Congress Control Number: 2006939789
ISSN 1431-1941 ISBN 978-3-7908-1928-1 Physica-Verlag Heidelberg New York This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Physica-Verlag. Violations are liable to prosecution under the German
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