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Werbung statt Waffen - Wie Strategische Aussenkommunikation die Aussenpolitik verandert (German, Paperback, 2011 ed.) Loot Price: R1,769
Discovery Miles 17 690
Repayment Terms: R166 pm x 12*
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Werbung statt Waffen - Wie Strategische Aussenkommunikation die Aussenpolitik verandert (German, Paperback, 2011 ed.): Anna...

Werbung statt Waffen - Wie Strategische Aussenkommunikation die Aussenpolitik verandert (German, Paperback, 2011 ed.)

Anna Schwan

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Loot Price R1,769 Discovery Miles 17 690 | Repayment Terms: R166 pm x 12*

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Staaten nutzen heute Instrumente der PR und des Marketing, um international ein positives Image aufzubauen. Nicht nur punktuell, sondern standig und in Form einer integrierten und strategisch angelegten Kommunikation. Anna Schwan erklart und analysiert diese Strategische Aussenkommunikation von Staaten systematisch. Die bisherigen Forschungsergebnisse zur Aussenkommunikation, von Nation Branding und Public Diplomacy uber Theorien der Mediatisierung von Aussenpolitik bis zur Nationalismusforschung bilden dazu den theoretischen Hintergrund. Die Autorin extrahiert Erfolgskriterien und gibt konkrete Handlungsempfehlungen fur die Praxis. Sie etabliert so ein umfassendes Verstandnis fur diese neue Kommunikationsform.

General

Imprint: Springer vs
Country of origin: Germany
Release date: April 2011
First published: 2011
Authors: Anna Schwan
Dimensions: 210 x 148 x 21mm (L x W x T)
Format: Paperback
Pages: 397
Edition: 2011 ed.
ISBN-13: 978-3-531-17592-8
Languages: German
Subtitles: German
Categories: Books > Reference & Interdisciplinary > Communication studies > General
Books > Social sciences > Politics & government > Political science & theory
Books > Business & Economics > Business & management > Sales & marketing > Advertising
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LSN: 3-531-17592-0
Barcode: 9783531175928

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