Einsatz einer integrierten Kommunikation in Unternehmen

Abstract

The development of strategies and devices to support the implementation of an integrated communication in companies and institutions is of high importance for their economic success. Based on a description about current market developments which show the necessity of an integrated communications approach the article focuses on the difficulties in achieving integration. It describes strategic, organisational and employee specific barriers to implement an integrated communication and highlights measures to reduce the barriers. The recommendations are based on market research data and the experiences of the author as head of integrated marketing communication at Swissair.