Zerfass, Ansgar; Verčič, Dejan; Volk, Sophia Charlotte - In: Corporate Communications: An International Journal 22 (2017) 1, pp. 2-18
measurement. Communication departments seldom measure communication effects on stakeholders and organizational goals. Many remain …Purpose The purpose of this paper is to examine the status quo of communication evaluation and measurement practices in … argues that the challenge to conduct reliable measurement is threefold: first, communication professionals have to understand …