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Kommunikationspolitik

In: Keywords Kennzahlen Retail Management

Author

Listed:
  • Willy Schneider

    (Duale Hochschule Baden-Württemberg)

  • Alexander Hennig

    (Duale Hochschule Baden-Württemberg)

Abstract

Zusammenfassung Die Kommunikationspolitik umfasst die Planung und Umsetzung aller Maßnahmen zur Ansprache von Kunden und zur Darstellung des Handelsunternehmens. Ziel ist es, Aufmerksamkeit zu erzeugen, Informationen zu vermitteln und Kaufanreize zu schaffen. Zu den Teilaufgaben zählen Werbung, Verkaufsförderung, Öffentlichkeitsarbeit, Online- und Social-Media-Kommunikation sowie die Gestaltung des Markenauftritts. Kommunikationspolitik ist wichtig, weil sie die Wahrnehmung des Unternehmens prägt, Kundenbeziehungen stärkt, die Nachfrage beeinflusst und damit wesentlich zum Umsatz und zur Wettbewerbsfähigkeit beiträgt. Kennzahlen helfen dabei, die richtigen Entscheidungen zu treffen.

Suggested Citation

  • Willy Schneider & Alexander Hennig, 2026. "Kommunikationspolitik," Springer Books, in: Keywords Kennzahlen Retail Management, pages 95-151, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-52173-8_6
    DOI: 10.1007/978-3-658-52173-8_6
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