Source: http://www.cp-archiv.de
Corporate Publishing is for the care of a brand very well suited. It is an important part as part of an integrated brand communications, including and in particular for internal brand management. This aspect is often neglected. This applies to all industries. have the informational measures to external customer orientation of course an integral role in the communication. Here it is, I feel, always shifts in the mix. Certainly important instruments are all so-called pull-win, so deals on which customers can access on demand. The indicative measures for internal employee orientation will in future become more important. For an external brand loyalty requires an internal brand loyalty. CP plays today in the theoretical consideration as influencing brand size - in contrast to traditional advertising - hardly a role. This is mainly due to the relative importance of corporate publishing the entire communications mix. As long as other communication tools more ausgeprägt sind, ist es verständlich, wenn sich die Wissenschaft primär darauf konzentriert. Grundsätzlich empfehlen sich CP-Maßnahmen allen Unternehmen, deren Leistungen nicht nur aus dem Produkt, sondern auch aus der Fähigkeit zu einer guten Interaktion mit dem Kunden besteht. Das sind vornehmlich Industrie- und Dienstleistungsunternehmen sowie viele Bereiche des Gebrauchsgütermarktes.
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