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By using a research-driven model, discussing compelling cases from leading companies, and presenting seven actionable ideas to make progress, this book blends scholarly research and actionable strategies to empower readers to decide what issues to focus on and in what direction to lead
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Cover; Zum Inhalt/Zum Autor; Titel; Vorwort; Inhaltsverzeichnis; Verzeichnis der Schaubilder; Verzeichnis der Inserts; Teil I: Bedeutung und Stellung der Kommunikationspolitik; A. Grundlagen der Kommunikationsforschung; 1 Begriffliche Grundlagen der Kommunikation; 2 Funktionen der...
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