December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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4 Management der Kommunikationsbeziehungen
4.1 Grundlegende Entscheidungstatbestände der Kommunikationspolitik
Die Kommunikationspolitik als Teilkomponente. des Marketinginstrumentariums/-mix eines Hotelunternehmens bezeichnet die Gesamtheit aller Kommunikationsmaßnahmen und - instrumente, die darauf ausgerichtet sind, Informationen über das Unternehmen und die Unternehmensleistungen zu vermitteln und die Adressaten im Sinne einer systematischen Verhaltenssteuerung gezielt zu beeinflussen.
Abb.F.30: Kommunikationsbegriffe nach Bruhn 2003, S.1f.
Neben dem grundlegenden Ziel der Absatzförderung verfolgt die Kommunikationspolitik mit ihren klassischen ...
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